Adwords: Tuzhilin-Report / Klickbetrug
Published 2006-07-27, 00:00
Mal zur Abwechslung etwas interessantes und unerwartetes aus dem Google-Universum:
As part of the settlement in the click-fraud case Lane’s Gifts v. Google, we agreed with the plaintiffs to have an independent expert examine our detection methods, policies, practices, and procedures and make a determination of whether or not we had implemented reasonable measures to protect all of our advertisers. The result of that is a 47-page report, written by Dr. Alexander Tuzhilin, Professor of Information Systems at NYU.
Hier der direkte Downloadlink: http://googleblog.blogspot.com/pdf/Tuzhilin_Report.pdf
Insgesamt keine großen Überraschungen, wer mit Adwords und/oder Adsense zu tun hat findet aber vielleicht noch einige interessante Informationen. Dabei ist jedoch zu beachten, dass die Informationen nicht direkt von Google stammen, sondern von einem dritten zusammengetragen wurden. Einige Absätze möchte ich aber hervorheben bzw. einfach zur späteren Referenz hier zitieren:
Seite 9, vorletzter Absatz:
The top-of-the-page placement rank is also determined by the above Ad Rank formula; however, the value of the QualityScore for the top-of-the-page placement is computed somewhat differently than for the side ads.
Der QualityScore für die Adwords-Anzeigen über den Suchergebnissen wird also anders berechnet als für normale Anzeigen. Weitere Informationen gibt es nicht dazu.
Seite 36:
9.3.2 Auto-Termination System for AdSense Publishers
Initially, all the terminations of the AdSense publishers for inappropriate behavior were done manually. Currently, it is a mixture of manual and automated terminations, with the auto-termination rates growing steadily.
Auto-Termination System is an automated offline system for detecting the AdSense publishers who are engaged in inappropriate behavior violating the Terms and Conditions of the AdSense program. It examines online behavior of various publishers and either immediately terminates or warns the publishers who are engaged in the activities that the system finds to be inappropriate.
More specifically, the Click Quality team has developed a set of conditions indicative of a strong possibility of inappropriate behavior of the publishers. If certain combinations of these conditions hold, the Auto-termination system would take one of the following actions depending on the severity of these conditions:
- Automatically terminate the publisher if the violating conditions are really severe;
- Automatically warn the publisher if the violating conditions are indicative of inappropriate activities but are not as severe as in the previous case. This warning happens when certain “flags are raised,” but not enough hard evidence is accumulated to be certain that the publisher is engaged in inappropriate activities. As a part of the warning, Google requests the publisher to disengage from these activities and gives a grace period to the publisher. If these inappropriate activities do not stop within a certain time period, the publisher is terminated by the autotermination system.
- Request for a Manual Inspection: Pass the publisher’s case for a manual inspection by the team of Google’s investigators in case the auto-termination system does not have strong evidence to terminate or even warn the publisher. This request is placed in the inspection queue and is subsequently retrieved and inspected by one of the Click Quality investigators using the inspection tools described in Section 9.4.
The decision to terminate, warn or manually inspect the publisher is based on a set of various conditions pertaining to publisher’s behavior that were developed by Google’s Click Quality team based on their extensive prior experiences in dealing with the AdSense publishers.
The first prototype of the auto-termination system was built in the early 2005 and the system was launched in the summer 2005. Recently, Google has developed major enhancements to the current version of the auto-termination system deploying an alternative set of technologies.
Dies erklärt die teilweise unerwarteten Warnmails, die einige Adsense-Publisher bekommen haben.
Seite 39:
Detection of duplicate publishers: Google has a system that detects multiple publishing accounts opened by the same person or an entity. Such cases are manually inspected after detection.
[…]
Duplicate accounts, i.e., whether a particular individual or an entity has duplicate publishing accounts or had a previously terminated publishing account(s) with Google.
Seite 40:
When a publisher is terminated, all the clicks (valid and invalid) from the terminated publisher within a certain time period are credited back to the affected advertisers.
Worauf sich „a certain time“ bezieht, wird natürlich nicht geklärt.
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[…] Aber neben diesen Dingen gibt es jetzt einen Doktor, der tiefe Blicke in Googles Innereien werfen durfte und ein Dokument, das einen Teil dieser Einblicke ans öffentliche Licht gebracht hat. Das angesprochene Dokument umfasst 47 Seiten, insofern dürften nur die wenigsten es gelesen und noch viel weniger dabei nach Informationen zwischen den Zeilen gesucht haben. Um so erfreulicher ist es, das Jan etwas tiefer gegraben und ein paar Schnipsel aus dem Tuzhilin-Report kommentiert nach oben gezerrt hat. Ich bin sicher, da wird noch manche Perle in der Tiefe schlummern, also schaut rein und werdet fündig – und liefert mir euren Fund hier ab […]
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