摘要
程序化购买广告流量作弊是在广告主与数字广告媒介组织之间交易的动态博弈中代理人利用非对称信息采取的一种机会主义行为,危害极大。目前“否定逻辑”治理已陷入窘境,而区块链智能合约AdEx平台能够有效治理。案例研究发现,其应用创新了“肯定逻辑”的结构为“广告主-数字广告媒介组织-用户”的“激励机制链”,进而形成了不同于目前的治理模式:不仅治理主体、对象及手段不同,而且治理机理及结果亦不同,即实质创新了流量作弊治理方法论。
The traffic fraud of programmatic buying advertising refers to an agents’opportunistic behavior taking advantage of information asymmetry during the transaction dynamic game between advertisers and digital advertising media organizations,which is extremely harmful.Now the"negative logic"governance has been in trouble,and the blockchain smart contract AdEx platform can effectively do it.The case study found that,its application innovates a"positive logic""incentive mechanism chain"with the structure of"advertiser-digital advertising media organization-user",and then has formed a governance model that is different from the current one:not only the governing subjects,objects and means are different,but also the governing mechanisms and results are different,that is,substantially innovating the governance methodology of traffic fraud.
作者
柳庆勇
滕千雪
楚备
郑泽颖
Liu Qingyong;Teng Qianxue;Chu Bei;Zheng Zeying
出处
《现代广告》
2024年第4期10-19,共10页
Modern Advertising
基金
国家社科基金项目“数字广告流量造假的区块链智能合约治理研究”(21BXW080)。
关键词
程序化购买广告流量作弊
区块链智能合约
激励机制
the traffic fraud of programmatic buying advertising
blockchain smart contract
incentive mechanism
