ES2221778B1 - ANTI-FRAUD CONTROL SYSTEM FOR ADVERTISING CAMPAIGNS BASED ON RESULTS THROUGH ONLINE MEDIA ON INFORMATIC NETWORKS. - Google Patents

Abstract

Anti-fraud control system for results-based advertising campaigns through online media in computer networks in which an affiliate places a code that inserts advertising on the website. The system returns a Banner that links to a click control page, to which also as a parameter it adds a control code that, masked by simple mathematical formulas, contains the date and time at which the printing is being done and the IP address for which it was generated.

Description

Anti-fraud control system for results-based advertising campaigns through online media in computer networks.

The present invention lies in a "System of anti-fraud control for advertising campaigns based on results through online media in networks informatics "mainly applied to advertising control made in computer networks.

The advantage of the present invention follows of its descriptive memory, although below we cite the most essential with a purely enunciative and non-limiting nature:

It is very common to see advertising graphics in the computer networks Normally this is because the company Announced in said Banners pays the Support an amount of money. Said consideration may be based on a payment for the amount of times that said Banner is displayed, by the number of users that click on the Banner to be redirected to the web of the advertiser, for the number of unique users -distinct- that Click, for the number of records or sales obtained from said advertiser's website through the unique Users submitted by the Support or by a combination of both. When the payment is performs for any of these concepts, except for Printing, are considered Results-Based Advertising, being this one an increasingly frequent use model since it allows predict benefits based on expenses and reduce considerably the risk of the advertising campaign. For the purpose from this report, we consider an advertising campaign based on In results you can have two different models: Campaign Results and Affiliate Programs. Some companies have developed systems that allow managing media networks, with capacity for several thousand, in which to launch campaigns of Results-based advertising. The benefits of these companies increase as the volume of media they manage increases, But this also increases the chances of fraud.

Fraud significantly decreases Advertiser benefits, the campaign loses effectiveness and is It generates distrust and reticence in the client. Precisely this This is what we intend to avoid with this system.

The biggest problem of Advertising Based on Results is fraud. The success of this type of advertising is based on paying only and exclusively for the unique Users really interested in what was announced through the Banner and that both click on it. However, since the Support in many cases it bases its benefits on the number of clicks that are do about this Banner, you may be tempted to perform various actions with the purpose of automatically generating Clicks false and thus increase your income. One way to do it is, for example, generating a false Click to the advertiser’s website, opening it in a new session of the Internet browser, every time that a user enters the main support page, regardless of whether the user was interested or not. To the to do this the results obtained are not valid, the effectiveness, and the return on investment is reduced, producing discontent and distrust in the client.

Until now there was supposed to be no fraud provided that the Banner was displayed on previously accepted websites, it will only count one click every 24 hours by the same address IP or user determined by cookie, and the percentage of Clicks about the number of impressions made were within a few ranges considered normal. This system What fraud does is certify that indeed the user has clicked on the Banner by their own  will, by using a control code that contains, encrypted, information about the exact time and IP address of the user.

Control user Anti-fraud, object of this invention, is based on Two phases: Printing and Click. When printing on the Support web page, this one incorporates a javascript tag, iframe, or similar, which contains a call to the management server of advertising thanks to which the system dynamically shows the Banner in such a way that when you click on it, it will be sent to a page of the control system to which a series of Typical parameters of an advertising system and also a code of control that expires each specific unit of time and is only valid for the user (by IP address) who is visiting said page.

This code that is part of the address to which the user is sent is composed by intercalating between various random numbers, in specific positions, the product of applying certain mathematical operations to the day and the time at which they produce the Print. For example: xxxxhhhhxddddx being "x" random numbers, and corresponding hhhh with, by way of example, the product of multiplying at the current time the number 43 and adding 8, and also by way of example dddd the product of multiplying the day current by 113 and subtract 7. The mathematical operations can be of very different type. To make it more difficult to find out the control code, it is highly recommended to force a randomize instruction so that the random numbers inserted are always the same for each day game and
hour.

Additionally, we add another code to this code. sequence of numbers based on the user's IP. An IP address It consists of four numbers, from or to 255, separated by periods, each of them being named as rank a, b, c and d. A IP address identifies an Internet connection, there can be two people connected to the Internet at the same time with the same IP. For this new sequence of numbers, as with the sequence above, we will apply mathematical formulas on each of the ranks For example, it can be of type cccxxdddxbbbaaa, where xx they are random numbers, ccc is the result for example of multiply by two the rank c and add 43, ddd is the result of divide by 2 and add 3.

When the Click is generated, the page of system control will verify said code by extracting the positions of time, day and IP address, and performing Same operations in reverse. That is, in the example explained before I would extract positions 5 to 8 as the hour, and 10 to 13 as the day, subtracting the number obtained as hour number 8 and dividing it by 43. In a similar way you would get the ranks of the IP address to check.

In this way, to know if the code is the correct and therefore Click from the Banner so voluntary by explicit desire of the single user, you just have to check that:

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If he code day is equal to the current day, then the code time must be greater than or equal to the current time minus the number of hours determined for code expiration.

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If he code day is earlier than the current day, then the time of code must be greater than or equal to the product add 24 at the time current and subtract the number of hours determined for expiration Of code.

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That IP for which the code was generated is the same as the IP from the Clicked.

If none of these assumptions were met, You can consider with certainty that the user has taken more than 3 hours to click since the Banner was shown, in fact to totally cancel this possibility you can make the Banner automatically refreshes every 2 hours, or that directly Someone is trying to falsify said Click.

Once all these checks have been carried out, the anti-fraud control page will forward so transparent for the user to the advertiser's website, but this time with greater guarantees that no type of fraud.

It is highly recommended, for the greatest security, that the code contains both the date information and time like the IP address, but it is not mandatory to use those pieces of information, being possible to encode only the IP, only the date and time, or otherwise use another type of additional information to give the system more security. In In any case, the basis of this protection system is that at the time of showing the impact a unique code is generated that unequivocally identifies that connection, with only the Click generated for that same connection.

This can be applied not only to Banners, but also to text links, since by using iframes or JavaScript can be done from the server that controls the advertising system banners or texts with the Anti-fraud control code inserted within the address to which the Click leads.

In addition to all this, although the latter does not constitutes by itself a novelty, every time a Click the user's IP address is recorded in a database you are visiting that page and the date and time this was produces, counting only as a single user if your address IP would not have been previously registered in that database in the last 24 hours.

Another additional measure may be, at the time of Make the Impact of the Banner, check previously that the address of the web page where you are trying to display the Banner corresponds to the authorized address to show these campaigns, thus preventing impacts from being generated Websites other than those previously agreed.

To be sure that the system is functioning correctly, a mechanism can be established Automated to generate alerts to system administrators when the percentage of Clicks on impressions is greater than one ratio determined as "normal".

Its operating scheme is as follows:

1.- WEB PAGE: The affiliate places the website a code that inserts advertising. We consider this as make an impact.

2.- IMPACT: The system returns a Banner that links to a click control page, which I also like parameter adds a control code that, masked by Simple mathematical formulas, contains the date and time at which printing is being done and the IP address for which it has been generated.

3.- CLICK: By clicking on the Banner, is redirected to the click page, which checks which is the Banner that was clicked on, and therefore to which address it has to carry, BUT it only counts the click as valid if meets one or more of the following conditions, depending on the level of security you want to give the system:

The control code was generated in the last 3 hours (or certain period of time).

The control code was generated for the same IP address from which it was clicked.

The IP has not been registered for that Advertiser in the last 24 hours.

Any one is contrasted correctly other information that has also been encoded in the url, with additional character, similar to how the IP information, date and time.

The click has been generated from a authorized website for it.

4.- ADVERTISER: Finally the user is led to the advertiser’s website.

Another option would be that at the time of making the impression will be generated in the database a record identified by the id of said record plus a random key or even the user's IP, so that when you click it will pass that information as parameters and thus it will be verified that indeed, to consider the click as valid, that record would have been created before with that same random key and that the IP Be the same. However, the system base is considered to be the same (pass parameters to the click page with a code explicitly generated for that connection when making the impression) although the method described above is much more effective by not requiring access to the database and therefore with The same result consume less resources.

Claims (3)

1. Anti-fraud control system for results-based advertising campaigns through online media in computer networks, characterized in that the affiliate places a code that inserts advertising on the website. The system returns a Banner that links to a click control page, to which also as a parameter it adds a control code that, masked by simple mathematical formulas, contains the date and time at which the printing is being done and the address IP for which it was generated. When the user clicks on the Banner, he is redirected to the click page, which checks which is the Banner on which he has clicked and therefore to which direction he has to take, BUT he only counts the click as valid if they are met These conditions: The control code is gendered in the last 3 hours. The control code was generated for the same IP address from which it was clicked. The IP has not been registered for that advertiser in the last 24 hours. Any other information that has also been encoded in the url is contrasted correctly, additionally, in a manner similar to how the IP, date and time information has been encoded. The click has been generated from an authorized web page. Finally the user is taken to the advertiser's website. 2. Anti-fraud control system for results-based advertising campaigns through online media in computer networks, according to claim 1 characterized in that an additional measure can be formed consisting in that when making the Impact of the Banner previously verify that the address of the web page on which these campaigns are intended to be displayed, thus preventing impacts from websites other than those previously agreed upon. To be sure that the system is working properly, an automated mechanism can be established that generates alerts to system administrators when the percentage of Clicks on impressions; is higher than a ratio determined as "normal". 3. Anti-fraud control system for results-based advertising campaigns through online media in computer networks, according to claims 1 and 2, characterized in that at the time of printing a record will be generated in the database identified by the id of said record plus a random key or even the user's IP, so that when clicking this information will be passed as parameters and so it will be verified that effectively, to consider the click as valid, that record would have been created before with that same random key and the IP is the same. However, it is considered that the system base is the same (pass parameters to the click page with an explicitly generated code for that connection at the time of printing) although the method described above is much more effective by not requiring access to the database and therefore with the same result consume less resources.