Optimizing Display Advertising Markets: Challenges and Directions

Optimizing Display Advertising Markets: Challenges and Directions

Display advertising is the major source of revenue for service and content providers on the Internet. Here, the authors explain the prevalent mechanisms for selling display advertising, including reservation contracts and real-time bidding. Discussing some of the important challenges in this market...

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Veröffentlicht in:IEEE internet computing 2016-01, Vol.20 (1), p.28-35
Hauptverfasser: Korula, Nitish, Mirrokni, Vahab, Nazerzadeh, Hamid
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Algorithm design and analysis
Computation
Contracts
display advertising
Economics
Internet
Internet advertising
Internet economics
Internet/Web technologies
Markets
online markets
Optimization
optimization algorithms
Real time
real-time bidding
Real-time systems
Resource management
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Beschreibung
Zusammenfassung:Display advertising is the major source of revenue for service and content providers on the Internet. Here, the authors explain the prevalent mechanisms for selling display advertising, including reservation contracts and real-time bidding. Discussing some of the important challenges in this market from optimization and economic perspectives, they also survey recent results and directions for future research.
ISSN:1089-7801
1941-0131
DOI:10.1109/MIC.2015.137