Fraud prevention and detection for online advertising
First Claim
1. A method of reconciliation of a selection of an advertisement to determine whether the selection is valid, the method comprising:
- (a) receiving, by a server, from a client a request to supplement content on a web page being viewed by a user, the request comprising a publisher identifier that identifies a publisher of a web site of the web page being viewed on the client and on which an advertisement is to be served;
(b) identifying, by the server, for a response to the request the advertisement and a unique advertisement identifier for the advertisement;
(c) generating, by the server, a unique advertisement view identifier and pairing the unique advertisement view identifier with the unique advertisement identifier to identify a single instance of serving the advertisement to the client;
(d) storing, by the server, to a database the unique advertisement view identifier and the unique advertisement identifier;
(e) transmitting, by the server, to the client the response comprising payload having executable code that includes a URL of a click handling page, the unique advertisement identifier and the unique advertisement view identifier;
(f) receiving, by the server from the client, responsive to a pointer over event triggered by the client via a pointing device of the client moving a pointer over a link to the advertisement corresponding to the unique advertisement identifier, a page call to the click handling page and a query string comprising the unique advertisement identifier and the unique advertisement view identifier; and
(g) determining, by the server, that the unique advertisement identifier and the unique advertisement view identifier received from the client match the unique advertisement view identifier and the unique advertisement identifier stored in the database that maintains a list of valid unique advertisement identifier and unique advertisement view identifier pairs issued within a predetermined rolling time period and that the link to the advertisement corresponding to the unique advertisement identifier has not been previously served.
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Accused Products
Abstract
A system and a method are disclosed for detecting and preventing fraud in online advertising environments. In one embodiment, the system and process include a publisher with a web page with which an advertisement set and a unique request identifier are sent to a user browser when the user requests the web page. The unique request identifier is unique, publisher specific, advertisement specific, for a single instance. A database keeps track of the unique request identifier so that when a user “clicks” on a link to access an advertiser'"'"'s web site, the unique request identifier associated with the advertisement can be checked against the unique request identifier in the database to determine whether the “click” was one that may be non-fraudulent or valid.
118 Citations
21 Claims
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1. A method of reconciliation of a selection of an advertisement to determine whether the selection is valid, the method comprising:
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(a) receiving, by a server, from a client a request to supplement content on a web page being viewed by a user, the request comprising a publisher identifier that identifies a publisher of a web site of the web page being viewed on the client and on which an advertisement is to be served; (b) identifying, by the server, for a response to the request the advertisement and a unique advertisement identifier for the advertisement; (c) generating, by the server, a unique advertisement view identifier and pairing the unique advertisement view identifier with the unique advertisement identifier to identify a single instance of serving the advertisement to the client; (d) storing, by the server, to a database the unique advertisement view identifier and the unique advertisement identifier; (e) transmitting, by the server, to the client the response comprising payload having executable code that includes a URL of a click handling page, the unique advertisement identifier and the unique advertisement view identifier; (f) receiving, by the server from the client, responsive to a pointer over event triggered by the client via a pointing device of the client moving a pointer over a link to the advertisement corresponding to the unique advertisement identifier, a page call to the click handling page and a query string comprising the unique advertisement identifier and the unique advertisement view identifier; and (g) determining, by the server, that the unique advertisement identifier and the unique advertisement view identifier received from the client match the unique advertisement view identifier and the unique advertisement identifier stored in the database that maintains a list of valid unique advertisement identifier and unique advertisement view identifier pairs issued within a predetermined rolling time period and that the link to the advertisement corresponding to the unique advertisement identifier has not been previously served. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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13. A method of reconciliation of a selection of an advertisement to determine whether the selection is valid, the method comprising:
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(a) receiving, by a server, from a client a request to supplement content on a web page being viewed by a user, the request comprising a publisher identifier that identifies a publisher of a web site of the web page being viewed on the client and on which an advertisement is to be served; (b) identifying, by the server, for a response to the request an advertisement and a unique advertisement identifier for the advertisement; (c) generating, by the server, a unique advertisement view identifier and pairing the unique advertisement view identifier with the unique advertisement identifier to identify a single instance of serving the advertisement to the client; (d) storing, by the server, to a database the unique advertisement view identifier and the unique advertisement identifier; (e) transmitting, by the server, to the client the response comprising a payload having executable code that includes a URL of a click handling page, the unique advertisement identifier and the unique advertisement view identifier; (f) receiving, by the server from the client, responsive to a pointer over event triggered by the client via a pointing device of the client moving a pointer over a link to the advertisement corresponding to the unique advertisement identifier, a page call to the click handling page and a query string comprising the unique advertisement identifier and the unique advertisement view identifier; and (g) determining, by the server, that the unique advertisement identifier and the unique advertisement view identifier received from the client match the unique advertisement view identifier and the unique advertisement identifier stored in the database that maintains a list of valid unique advertisement identifier and unique advertisement view identifier pairs issued within a predetermined rolling time period; and (h) determining, by the server, that the link to the advertisement corresponding to the unique advertisement identifier has been previously served. - View Dependent Claims (14, 15, 16)
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17. A system of reconciliation of a selection of an advertisement to determine whether the selection is invalid, the system comprising:
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a server configured to; receive from a client a request to supplement content on a web page being viewed by a user, the request comprising a publisher identifier that identifies a publisher of a web site of the web page being viewed on the client and on which an advertisement is to be served; identify for a response to the request the advertisement and a unique advertisement identifier for the advertisement; generate a unique advertisement view identifier and pairing the unique advertisement view identifier with the unique advertisement identifier to identify a single instance of serving the advertisement to the client; store to a database the unique advertisement view identifier and the unique advertisement identifier; transmit to the client a response comprising a payload having executable code that includes a URL of a click handling page, the unique advertisement identifier and the unique advertisement view identifier; receive from the client, responsive to a pointer over event triggered by the client via a pointing device of the client moving a pointer over a link to the advertisement corresponding to the unique advertisement identifier, a page call to the click handling page and a query string comprising an advertisement identifier and an advertisement view identifier; and determine that the advertisement identifier and the advertisement view identifier pair received from the client do not match the unique advertisement view identifier and the unique advertisement identifier pair stored in the database that maintains a list of valid unique advertisement identifier and unique advertisement view identifier pairs issued within a predetermined rolling time and that the link to the advertisement corresponding to the unique advertisement identifier has been previously served. - View Dependent Claims (18, 19, 20, 21)
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Specification