Per-Machine Based Shared Revenue Ad Delivery Fraud Detection and Mitigation

• US 20080319841A1
• Filed: 06/21/2007
• Published: 12/25/2008
• Est. Priority Date: 06/21/2007
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Inventors: Vargas, Garrett R., Oliver, Robert Ian, Johnson, Krista L.
• Application Number:
  US11/766,605
• Publication Number:
  US 20080319841A1
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0248 Avoiding fraud
• CPC Class Codes: G06Q 30/0255 based on user history

Abstract

A per-machine based owner compensation advertising delivery systems targets advertising content to individual computer machines. Computer owners are compensated by receiving a portion of the per-machine advertising revenue, obtaining subsidized ad software, or by other financial agreements corresponding to ad delivery to a specific computer. The client software responsible for showing the ad content is also responsible for requesting ads from a server of an ad delivery service provider based on a deterministic combination of sequence and timing information that is also known by the server. The server may detect potential client fraud based on the comparing the pattern, frequency, and content of received ad requests to the expected behavior of the client machine, and then take action to mitigate the fraud through various strategies.

Claims

1. In a machine-based ad delivery system, a method of compensating a computer owner on a per-machine basis, detecting potential fraud, and mitigating potential fraud at a server of an ad delivery service provider comprising:

(a) enrolling the computer owner with the ad delivery service provider, comprising creating an owner account comprising creating a record, the record comprising an identification of a client computer of the computer owner and a location of the client computer;

(b) obtaining a new ad configuration, the new ad configuration comprising a new timestamp, a new first time sequence comprising a first set of one or more content type and exposure time pairs, and a new continuous sequence comprising a second set of one or more content type and exposure time pairs;

(c) storing a client machine identity of the client computer on a machine list and associating the client machine identity with the new ad configuration;

(d) establishing a communication link with the client computer;

(e) communicating the new ad configuration to the client computer;

(f) receiving an ad request from the client computer comprising;

i) receiving an ad request message, the ad request message comprising a request machine identity, a request timestamp, and a request content type;

ii) storing the ad request message in a request history;

iii) validating the ad request message;

iv) if the ad request message is found to be valid;

retrieving a legitimate ad content corresponding to the request content type,

communicating the legitimate ad content to the client computer, and

crediting the computer owner, comprising correlating the legitimate ad content to the record; and

v) if the ad request message is found to be invalid, mitigating potential fraud;

(g) detecting potential fraud; and

(h) mitigating potential fraud.

2. The method of claim 1, wherein enrolling the computer owner with the ad delivery service provider further comprises:

(a) communicating a local ad module to the client computer, comprising at least one of the group comprising downloading the local ad module and transferring the local ad module;

(b) registering the client computer with the owner account, comprising retaining the client machine identity;

(c) obtaining an initial ad configuration comprising an initial timestamp, an initial first time sequence comprising a third set of one or more content type and exposure time pairs, and an initial continuous sequence comprising a fourth set of one or more content type and exposure time pairs;

(d) storing the initial ad configuration corresponding to the client machine identity; and

(e) communicating the initial ad configuration to the client computer.

3. The method of claim 1, wherein validating the ad request message comprises:

(a) obtaining a found ad configuration corresponding to the request machine identity, the found ad configuration comprising a found timestamp, a found first time sequence comprising a fifth set of one or more content type and exposure time pairs, and a found continuous sequence comprising a sixth set of one or more content type and exposure time pairs;

(b) searching for the request content type in the fifth and sixth sets of the found ad configuration;

(c) identifying the ad request message as invalid and ending validating the ad request message if the request content type is not found in the fifth and sixth sets;

(d) determining an expected request count, comprising;

determining a maximum expected frequency from the request content type and the found ad configuration,

determining a last request from the request machine identity and the request content type, and

using the maximum expected frequency, the last request, and the ad request message to determine the expected request count;

(e) identifying the ad request message as valid if the expected request count is determined to be above a tolerance threshold; and

(f) identifying the ad request message as invalid if the expected request count is determined to be equivalent to or below the tolerance threshold.

4. The method of claim 3, further comprising enabling an interface for selecting the tolerance threshold, wherein the tolerance threshold corresponds to at least one of the group comprising:

the computer owner, the owner account, the location of the client computer, one or more client computers of the computer owner, one or more ad delivery configurations, and the machine-based ad delivery system.

5. The method of claim 1, wherein detecting potential fraud comprises enabling a fraud engine comprising traversing a fraud audit list, the fraud audit list comprising at least one of the request history and the machine list, and for each entry of the fraud audit list, selecting at least one from a group of fraud detection actions comprising:

a) administrating a score corresponding to an entry machine identity corresponding to the entry comprising;

decreasing the score when a valid ad request is received,

increasing the score when an invalid ad request is received, and

mitigating potential fraud if the score rises above a score threshold;

further comprising enabling an interface for administrating the score;

b) location validating, comprising determining if a reported location of a first computer corresponding to the entry machine identity is equivalent to an expected location of the first computer and mitigating potential fraud if the reported location is nonequivalent to the expected location;

c) frequency validating, comprising for an entry of the fraud audit list;

obtaining a current ad configuration corresponding to the entry machine identity, the current ad configuration comprising a current timestamp, a current first time sequence comprising a seventh set of one or more content type and exposure time pairs, and a current continuous sequence comprising an eighth set of one or more content type and exposure time pairs; and

obtaining a current content type list from the current ad configuration, and for each individual content type on the current content type list;

i) determining an actual request frequency based on the entry machine identity, the individual content type and exposure time pair, and the current timestamp,

ii) determining a maximum expected frequency based on the individual content type and the current ad configuration, and

iii) mitigating potential fraud if the actual request frequency is greater than the maximum expected frequency;

d) executing the one or more selected fraud detection actions;

e) logging in the fraud detection log at least one of the group comprising the entry, the one or more executed fraud detection actions, and a fraud detection action timestamp; and

f) enabling an interface for administrating the fraud engine comprising adding to, deleting from, and modifying the group of fraud detection actions.

6. The method of claim 1, wherein mitigating potential fraud comprises enabling the fraud engine to initiate one or more fraud mitigation actions for a candidate request, the candidate request comprising a candidate request machine identity, a candidate request timestamp, and a candidate request content type,

enabling the fraud engine comprising:

finding one or more occurrences corresponding to the candidate request machine identity in at least one of a group comprising the request history, the machine list, and the fraud detection log;

analyzing the one or more occurrences to determine a mitigation strategy, comprising selecting one or more fraud mitigation actions from a group comprising;

(a) allowing the candidate request,

(b) denying the candidate request,

(c) communicating an updated ad configuration;

(d) flagging the candidate request as potentially fraudulent,

(e) retrieving an impotent ad content corresponding to the candidate request content type and communicating the impotent ad content to a candidate computer corresponding to the candidate request machine identity, wherein the impotent ad content is uncorrelated to compensating the computer owner of the candidate computer,

(f) recording one or more fraud mitigation actions for execution after a future event occurs, the future event comprising one of a group comprising;

receiving a subsequent ad request corresponding to the candidate request machine identity and exceeding a configurable threshold,

(g) traversing the request history, and for each request history entry, performing one or more of the fraud mitigation actions (a) through (f);

executing the one or more selected fraud mitigation actions; and

logging in the fraud detection log at least one of the group comprising the candidate request, the one or more selected fraud mitigation actions, and a fraud mitigation action timestamp.

7. The method of claim 6, further comprising enabling an interface for administrating the fraud engine, comprising:

adding to, deleting from, and modifying the group of fraud mitigation actions and adding to and modifying a set of parameters for use by the fraud engine in determining the mitigation strategy,

wherein determining the mitigation strategy further comprises determining an execution sequence and a timing of selected mitigation actions based upon the set of parameters, and wherein the set of parameters comprises the configurable threshold.

8. The method of claim 1, further comprising performing steps of the method by more than one server of the ad delivery service provider.

9. The method of claim 1, wherein creating an owner account further comprises creating one or more records, each record corresponding to a different client computer of the computer owner.

10. A method of detecting and mitigating potentially fraudulent ad requests in a per-machine based owner compensation ad delivery system, the system comprising a computer owner, a service provider of per-machine based owner compensation ad delivery, one or more client computers of the computer owner adapted for operation in a per-machine based owner compensation ad delivery system, and a server of the service provider, the method comprising at the server:

a) maintaining a request history comprising one or more received ad requests, each received ad request comprising a request machine identity, a request timestamp, and a request content type;

b) maintaining a machine list comprising a client machine identity for each client computer, and associating the client machine identity with an ad delivery configuration comprising an ad configuration timestamp, an ad configuration first time sequence comprising a first set of one or more content type and exposure time pairs, and an ad configuration continuous sequence comprising a second set of one or more content type and exposure time pairs;

c) traversing a fraud audit list, the fraud audit list comprising at least one of the request history and the machine list, and for each entry of the fraud audit list, selecting, executing, and logging in a fraud detection log at least one from a group of fraud detection actions;

d) initiating one or more fraud mitigation actions for a candidate request, the candidate request comprising one of the group comprising a new ad request and an entry of the fraud audit list, and further comprising a candidate request machine identity, a candidate request timestamp, and a candidate request content type;

e) enabling an interface for administering the fraud engine, wherein administering the fraud engine comprises at least one of the group comprising;

adding to, deleting from, and modifying the group of fraud detection actions;

adding to, deleting from, and modifying the group of fraud mitigation actions; and

adding to and modifying a set of threshold parameters for use by the fraud engine in determining a mitigation strategy, wherein determining the mitigation strategy comprises selecting one or more fraud mitigation actions and determining an execution sequence and a timing of said mitigation actions;

f) allowing per-machine based owner compensation for a received ad request that is determined to be valid, comprising crediting an owner account for the received ad request; and

g) denying per-machine based owner compensation for a received ad request that is determined to be invalid.

11. The method of claim 10, wherein the group of fraud detection actions comprises:

a) administrating a score corresponding to an entry machine identity corresponding to the entry comprising;

decreasing the score when a valid ad request is received,

increasing the score when an invalid ad request is received, and

mitigating potential fraud if the score rises above a score threshold;

further comprising enabling an interface for administrating the score;

b) location validating, comprising determining if a reported location of a first computer corresponding to the entry machine identity is equivalent to an expected location of the first computer and mitigating potential fraud if the reported location is nonequivalent to the expected location;

c) frequency validating, comprising for an entry of the fraud audit list;

obtaining a current ad configuration corresponding to the entry machine identity, the current ad configuration comprising a current timestamp, a current first time sequence comprising a second set of one or more content type and exposure time pairs, and a current continuous sequence comprising an third set of one or more content type and exposure time pairs; and

obtaining a current content type list from the current ad configuration, and for each individual content type on the current content type list;

i) determining an actual request frequency based on the entry machine identity, the individual content type and exposure time pair, and the current timestamp,

ii) determining a maximum expected frequency based on the individual content type and the current ad configuration, and

iii) mitigating potential fraud if the actual request frequency is greater than the maximum expected frequency;

12. The method of claim 10, wherein initiating one or more fraud mitigation actions for a candidate request comprises:

finding one or more occurrences corresponding to the candidate request machine identity in at least one of a group comprising the request history, the machine list, and the fraud detection log;

analyzing the one or more occurrences to determine a mitigation strategy, comprising selecting one or more fraud mitigation actions from a group comprising;

(a) allowing the candidate request,

(b) denying the candidate request,

(c) communicating an updated ad configuration;

(d) flagging the candidate request as potentially fraudulent,

(e) retrieving an impotent ad content corresponding to the candidate request content type and communicating the impotent ad content to a candidate computer corresponding to the candidate request machine identity, wherein the impotent ad content is uncorrelated to compensating the computer owner of the candidate computer,

(f) recording one or more fraud mitigation actions for execution after a future event occurs, the future event comprising one of a group comprising;

receiving a subsequent ad request corresponding to the candidate request machine identity and exceeding a configurable threshold,

(g) traversing the request history, and for each request history entry, performing one or more of the fraud mitigation actions (a) through (f);

executing the one or more selected fraud mitigation actions; and

logging in the fraud detection log at least one of the group comprising the candidate request, the one or more selected fraud mitigation actions, and a fraud mitigation action timestamp.

13. A computer-readable storage medium tangibly embodying a program of instruction executable by a computer for performing steps compensating a computer owner on a per-machine basis, detecting potential fraud, and mitigating potentially fraud comprising at a server of an ad delivery service provider:

(a) enrolling the computer owner with the ad delivery service provider, comprising creating an owner account comprising creating a record, the record comprising an identification of a client computer of the computer owner and a location of the client computer;

(b) obtaining a new ad configuration, the new ad configuration comprising a new timestamp, a new first time sequence comprising a first set of one or more content type and exposure time pairs, and a new continuous sequence comprising a second set of one or more content type and exposure time pairs;

(c) storing a client machine identity of the client computer on a machine list and associating the client machine identity with the new ad configuration;

(d) establishing a communication link with the client computer;

(e) communicating the new ad configuration to the client computer;

(f) receiving an ad request from the client computer comprising;

i) receiving an ad request message, the ad request message comprising a request machine identity, a request timestamp, and a request content type;

ii) storing the ad request message in a request history;

iii) validating the ad request message;

iv) if the ad request message is found to be valid;

retrieving a legitimate ad content corresponding to the request content type,

communicating the legitimate ad content to the client computer, and

crediting the computer owner, comprising correlating the legitimate ad content to the record; and

v) if the ad request message is found to be invalid, mitigating potential fraud;

(g) detecting potential fraud; and

(h) mitigating potential fraud.

14. The computer-readable storage medium of claim 13, wherein enrolling the computer owner with the ad delivery service provider further comprises:

(a) communicating a local ad module to the client computer, comprising at least one of the group comprising downloading the local ad module and transferring the local ad module;

(b) registering the client computer with the owner account, comprising retaining the client machine identity;

(c) obtaining an initial ad configuration comprising an initial timestamp, an initial first time sequence comprising a third set of one or more content type and exposure time pairs, and an initial continuous sequence comprising a fourth set of one or more content type and exposure time pairs;

(d) storing the initial ad configuration corresponding to the client machine identity; and

(d) communicating the initial ad configuration to the client computer.

15. The computer-readable storage medium of claim 13, wherein validating the ad request message comprises:

(a) obtaining a found ad configuration corresponding to the request machine identity, the found ad configuration comprising a found timestamp, a found first time sequence comprising a fifth set of one or more content type and exposure time pairs, and a found continuous sequence comprising a sixth set of one or more content type and exposure time pairs;

(b) searching for the request content type in the fifth and sixth sets of the found ad configuration;

(c) identifying the ad request message as invalid and ending validating the ad request message if the request content type is not found in the fifth and sixth sets;

(d) determining an expected request count, comprising;

determining a maximum expected frequency from the request content type and the found ad configuration,

determining a last request from the request machine identity and the request content type, and

using the maximum expected frequency, the last request, and the ad request message to determine the expected request count;

(e) identifying the ad request message as valid if the expected request count is determined to be above a tolerance threshold; and

(f) identifying the ad request message as invalid if the expected request count is determined to be equivalent to or below the tolerance threshold.

16. The computer-readable storage medium of claim 13, further comprising enabling an interface for selecting the tolerance threshold, wherein the tolerance threshold corresponds to at least one of the group comprising:

the computer owner, the owner account, the location of the client computer, one or more client computers of the computer owner, one or more ad delivery configurations, and the machine-based ad delivery system.

17. The computer-readable storage medium of claim 13, wherein detecting potential fraud comprises enabling a fraud engine comprising traversing a fraud audit list, the fraud audit list comprising at least one of the request history and the machine list, and for each entry of the fraud audit list, selecting at least one from a group of fraud detection actions comprising:

a) administrating a score corresponding to an entry machine identity corresponding to the entry comprising;

decreasing the score when a valid ad request is received,

increasing the score when an invalid ad request is received, and

mitigating potential fraud if the score rises above a score threshold;

further comprising enabling an interface for administrating the score;

b) location validating, comprising determining if a reported location of a first computer corresponding to the entry machine identity is equivalent to an expected location of the first computer and mitigating potential fraud if the reported location is nonequivalent to the expected location;

c) frequency validating, comprising for an entry of the fraud audit list;

obtaining a current ad configuration corresponding to the entry machine identity, the current ad configuration comprising a current timestamp, a current first time sequence comprising a seventh set of one or more content type and exposure time pairs, and a current continuous sequence comprising an eighth set of one or more content type and exposure time pairs; and

obtaining a current content type list from the current ad configuration, and for each individual content type on the current content type list;

i) determining an actual request frequency based on the entry machine identity, the individual content type and exposure time pair, and the current timestamp,

ii) determining a maximum expected frequency based on the individual content type and the current ad configuration, and

iii) mitigating potential fraud if the actual request frequency is greater than the maximum expected frequency;

d) executing the one or more selected fraud detection actions;

e) logging in the fraud detection log at least one of the group comprising the entry, the one or more executed fraud detection actions, and a fraud detection action timestamp; and

f) enabling an interface for administrating the fraud engine comprising adding to, deleting from, and modifying the group of fraud detection actions.

18. The computer-readable storage medium of claim 13, wherein mitigating potential fraud comprises enabling the fraud engine to initiate one or more fraud mitigation actions for a candidate request, the candidate request comprising a candidate request machine identity, a candidate request timestamp, and a candidate request content type,

enabling the fraud engine comprising:

finding one or more occurrences corresponding to the candidate request machine identity in at least one of a group comprising the request history, the machine list, and the fraud detection log;

analyzing the one or more occurrences to determine a mitigation strategy, comprising selecting one or more fraud mitigation actions from a group comprising;

(a) allowing the candidate request,

(b) denying the candidate request,

(c) communicating an updated ad configuration;

(d) flagging the candidate request as potentially fraudulent,

(e) retrieving an impotent ad content corresponding to the candidate request content type and communicating the impotent ad content to a candidate computer corresponding to the candidate request machine identity, wherein the impotent ad content is uncorrelated to compensating the computer owner of the candidate computer,

(f) recording one or more fraud mitigation actions for execution after a future event occurs, the future event comprising one of a group comprising;

receiving a subsequent ad request corresponding to the candidate request machine identity and exceeding a configurable threshold,

(g) traversing the request history, and for each request history entry, performing one or more of the fraud mitigation actions (a) through (f);

executing the one or more selected fraud mitigation actions; and

logging in the fraud detection log at least one of the group comprising the candidate request, the one or more selected fraud mitigation actions, and a fraud mitigation action timestamp.

19. The computer-readable storage medium of claim 13, further comprising enabling an interface for administrating the fraud engine, comprising:

adding to, deleting from, and modifying the group of fraud mitigation actions and adding to and modifying a set of parameters for use by the fraud engine in determining the mitigation strategy,

wherein determining the mitigation strategy further comprises determining an execution sequence and a timing of selected mitigation actions based upon the set of parameters, and wherein the set of parameters comprises the configurable threshold.

20. The computer-readable storage medium of claim 13, wherein creating an owner account further comprises creating one or more records, wherein each record corresponds to a different client computer of the computer owner.