Yield Optimization of Display Advertising with Ad Exchange

It is clear from the growing role of ad exchanges in the real-time sale of advertising slots that Web publishers are considering a new alternative to their more traditional reservation-based ad contracts. To make this choice, the publisher must trade off, in real-time, the short-term revenue from ad...

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Bibliographic Details
Published in:	Management science Vol. 60; no. 12; pp. 2886 - 2907
Main Authors:	Balseiro, Santiago R., Feldman, Jon, Mirrokni, Vahab, Muthukrishnan, S.
Format:	Journal Article
Language:	English
Published:	Linthicum INFORMS 01.12.2014 Institute for Operations Research and the Management Sciences
Subjects:	Advertisements Advertising Algorithms Analysis Approximation Bid prices Bids Data quality Dynamic programming dynamic programming-optimal control Electronic publishing Internet Internet advertising Internet/Web advertising Inventory Management science Marketing Mathematical optimization Online advertising Opportunity costs Optimization Optimization algorithms Pareto optimum Prices Publishing industry Revenue Revenue management Sponsored search Stochastic models Stochastic processes Studies Trade-off Wage & price controls United States
ISSN:	0025-1909, 1526-5501
Online Access:	Get full text
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