Ad Exchanges: Research Issues

Abstract

An emerging way to sell and buy display ads on the Internet is via ad exchanges. RightMedia [1], AdECN [2] and DoubleClick Ad Exchange [3] are examples of such real-time two-sided markets. We describe an abstraction of ad exchanges. Based on that abstraction, we present several research directions and discuss some insights.

DOI: 10.1007/978-3-642-10841-9_1

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@inproceedings{Muthukrishnan2009AdER, title={Ad Exchanges: Research Issues}, author={S. Muthukrishnan}, booktitle={WINE}, year={2009} }