基于区块链智能合约的数字广告流量造假治理机制及创新研究——以AdChain应用为个案  

On the Governance Mechanism of Digital Advertising Click Fraud Based on Blockchain Smart Contract and its Innovation:Take AdChain Application as a Case

作　　者：柳庆勇[1] LIU Qing-yong

机构地区：[1]三峡大学文学与传媒学院,湖北宜昌443000

出　　处：《新闻大学》2022年第11期16-28,116,117,共15页Journalism Research

基　　金：国家社科基金一般项目“数字广告流量造假的区块链智能合约治理研究”(21BXW080)成果。

摘　　要：数字广告流量造假是指在广告主与数字广告媒介组织博弈过程中代理人的一种机会主义行为。本文对治理数字广告流量造假的区块链智能合约平台AdChain展开个案分析,发现它在数字广告运作中嵌入的动态数字广告媒介组织域名注册表,充分利用了去中心化的技术特性来创新制度安排,构造了关联博弈结构,既消除了非对称信息,又形成了激励机制,进而能够有效抑制数字广告媒介组织的流量造假等机会主义行为。Digital advertising click fraud is an agent’s opportunistic behavior during the game between advertisers and digital advertising media organizations.The AdChain is an platform of blockchain smart contract governing digital advertising click fraud.This article analyzes its application and finds that:its dynamic digital advertising media organization domain name registry embedded in digital advertising operations fully utilizes the decentralized features to innovate the system arrangement,namely construct an associated game structure,which not only eliminates asymmetric information,but also forms an incentive mechanism,and then can effectively suppress opportunistic behaviors of digital advertising media organizations,such as click fraud.

关 键 词：区块链智能合约 数字广告流量造假 关联博弈 

分 类 号：F713.8[经济管理—广告]