You Must Have Clicked on this Ad by Mistake! Data-Driven Identification of Accidental Clicks on Mobile Ads with Applications to Advertiser Cost Discounting and Click-Through Rate Prediction

Gabriele Tolomei, Mounia Lalmas, Ayman Farahat +1

In the cost per click (CPC) pricing model, an advertiser pays an ad network only when a user clicks on an ad; in turn, the ad network gives a share of that revenue to the publisher…