数字广告流量造假的区块链智能合约治理——基于BAT平台应用的个案研究

On the Blockchain Smart Contract Governance of Digital Advertising Traffic Fraud——A Case Study Based on BAT Platform Application

数字广告流量造假,指在广告主与数字广告媒介组织以契约为规则的交易中后者采取的一种机会主义行为,危害极大。目前“否定逻辑”契约条款治理流量造假已经陷入困境,而区块链智能合约BAT平台则能够有效治理流量造假。本文对BAT平台应用展开的案例研究发现,其“肯定逻辑”契约条款在实践中形成了不同于“否定逻辑”契约条款的全新治理模式:不仅治理主体及对象不同,而且治理手段、机理及结果亦不同,即创新了流量造假的治理方法论。

The traffic fraud of digital advertising is an opportunistic behavior generated by digital advertising media organizations during a contract-based transaction between advertisers and digital advertising media organizations,which is extremely harmful.Now the“negative logic”contract clause has been in trouble to govern the traffic fraud,and the blockchain smart contract BAT platform can effectively do it.This article as a case study of the BAT platform application finds that,its“positive logic”contract clause has formed a brand-new governance model different from the“negative logic”contract clause in practice:not only the governing subjects and objects are different,but also the governing methods,mechanisms and results are different,that is,innovating the governance methodology of traffic fraud.