DFP adjusts per-click payments using real-time conversion data to keep advertisers' realized CPA equal to their target, which the authors claim preserves truthful bidding even with sparse clicks.
Greedy bidding strategies for keyword auctions
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IC Mechanisms for Risk-Averse Advertisers in the Online Advertising System
DFP adjusts per-click payments using real-time conversion data to keep advertisers' realized CPA equal to their target, which the authors claim preserves truthful bidding even with sparse clicks.