Ad auctions with data

Abstract

The holy grail of online advertising is to target users with ads matched to their needs with such precision that the users respond to the ads, thereby increasing both advertisers' and users' value. The current approach to this challenge utilizes information about the users: their gender, their location, the websites they have visited before, and so on… (More)
DOI: 10.1007/978-3-642-33996-7_15

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