Selling futures online advertising slots via option contracts

@inproceedings{Wang2012SellingFO,
  title={Selling futures online advertising slots via option contracts},
  author={Jun Wang and Bowei Chen},
  booktitle={WWW},
  year={2012}
}
Many online advertising slots are sold through bidding mechanisms by publishers and search engines. Highly affected by the dual force of supply and demand, the prices of advertising slots vary significantly over time. This then influences the businesses whose major revenues are driven by online advertising, particularly for publishers and search engines. To address the problem, we propose to sell the future advertising slots via option contracts (also called ad options). The ad option can give… CONTINUE READING
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Online advertisement service pricing and an option contract

Electronic Commerce Research and Applications • 2011
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