SearchEngineWatch Blog writes about a pssible mechanism to combat click fraud:
n Pay-Per-Percentage vs. PPC, Shimon Sandler points out an interesting new paper from the folks at Microsoft Research – Pay-Per-Percentage of Impressions: An Advertising Method that is Highly Robust to Fraud (pdf)
As Shimon notes, the idea is that this type of advertising approach would be “immune to both click fraud and impression fraud,” and would use something called “pre-fix match” instead of broad match.
The author of the paper is Joshua Goodman, who is a Principal Researcher, and the head of the Microsoft Learning for Messaging and Adversarial Problems (LMAP) team, and who has an impressive page of other publications listed on the Microsoft domain, including a recent one on Finding Advertising Keywords on Web Pages.
What does pay-per-impressions mean? Simply, someone can can for a percentage of all impressions for certain keywords or keyword phrases over a period of time.