11 Pages Posted: 27 Jun 2015 Last revised: 29 Oct 2015
Date Written: May 1, 2015
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: 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