Optimizing Display Advertising Markets: Challenges and Directions

11 Pages Posted: 27 Jun 2015 Last revised: 29 Oct 2015

Nitish Korula

Google Inc.

Vahab Mirrokni

Google Inc.

Hamid Nazerzadeh

University of Southern California - Marshall School of Business

Date Written: 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.

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

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/

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