Google Research

Optimizing Display Advertising Markets: Challenges and Directions

IEEE Internet Computing (2015), pp. 28-35


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.

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