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 this market. Based on that abstraction, we present several research directions and discuss some insights.
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References
RightMedia, http://www.rightmedia.com/ More info at, http://www.rightmedia.com/right-media-101/
AdECN. http://www.adecn.com/ . Whitepaper at, http://www.adecn.com/resources/ A True Exchange for Online Advertising.pdf. Presentation at, http://www.adecn.com/resources/AdECNPresentation.pps
DoubleClick Ad Exchange, http://www.doubleclick.com/products/advertisingexchange/index.aspx
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Muthukrishnan, S. (2009). Ad Exchanges: Research Issues. In: Leonardi, S. (eds) Internet and Network Economics. WINE 2009. Lecture Notes in Computer Science, vol 5929. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-10841-9_1
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DOI: https://doi.org/10.1007/978-3-642-10841-9_1
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