Abstract

https://ssrn.com/abstract=2623163
 


 



Optimizing Display Advertising Markets: Challenges and Directions


Nitish Korula


Google, Inc.

Vahab Mirrokni


Google, Inc.

Hamid Nazerzadeh


University of Southern California - Marshall School of Business

May 1, 2015


Abstract:     
Display advertising is the major source of revenue for service and content providers on Internet. We will explain the prevalent mechanisms for selling display advertising including reservation contracts and real-time bidding. We discuss some of the important challenges in this market from optimization and economic perspectives and survey some of the recent results as well as directions for future research.

Number of Pages in PDF File: 11


Open PDF in Browser Download This Paper

Date posted: June 27, 2015 ; Last revised: October 29, 2015

Suggested Citation

Korula, Nitish and Mirrokni, Vahab and Nazerzadeh, Hamid, Optimizing Display Advertising Markets: Challenges and Directions (May 1, 2015). Available at SSRN: https://ssrn.com/abstract=2623163 or http://dx.doi.org/10.2139/ssrn.2623163

Contact Information

Nitish Korula
Google, Inc. ( email )
1600 Amphitheatre Parkway
Second Floor
Mountain View, CA 94043
United States
Vahab Mirrokni
Google, Inc. ( email )
1600 Amphitheatre Parkway
Second Floor
Mountain View, CA 94043
United States
Hamid Nazerzadeh (Contact Author)
University of Southern California - Marshall School of Business ( email )
Bridge Memorial Hall
Los Angeles, CA 90089
United States
HOME PAGE: http://www-bcf.usc.edu/~nazerzad/

Feedback to SSRN


Paper statistics
Abstract Views: 936
Downloads: 328
Download Rank: 71,192