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Efficient Online Ad Serving in a Display Advertising Exchange by Kevin Lang; Joaquin Delgado; Dongming Jiang; Bhaskar Ghosh; Shirshanka Das; Amita Gajewar; Swaroop Jagadish; Arathi Seshan; Chavdar Botev; Michael Bindeberger-Ortega; Sunil Nagaraj; Raymie Stata is a scholarly article available to read on EtoBox.

What is Efficient Online Ad Serving in a Display Advertising Exchange about?

We introduce and formalize a novel constrained path optimization problem that is the heart of the real-time ad serving task in the Yahoo! (formerly RightMedia) Display Advertising Exchange. In the Exchange, the ad server's task for each display opportunity is to compute, with low latency, an optimal valid path through a directed graph representing the business arrangements between the hundreds of thousands of business entities that are participating in the Exchange. These entities include not only publishers and advertisers, but also intermediate entities called "ad networks" which have delegated their ad serving responsibilities to the Exchange. Path optimality is determined by the payment to the publisher, and is affected by an advertiser's bid and also by the revenue-sharing agreements between the entities in the chosen path leading back to the publisher. Path validity is determined by constraints which focus on the following three issues: 1) suitability of the opportunity's web page and its publisher 2) suitability of the user who is currently viewing that web page, and 3) suitability of a candidate ad and its advertiser. Because the Exchange's constrained path optimization tas

Author

Kevin Lang; Joaquin Delgado; Dongming Jiang; Bhaskar Ghosh; Shirshanka Das; Amita Gajewar; Swaroop Jagadish; Arathi Seshan; Chavdar Botev; Michael Bindeberger-Ortega; Sunil Nagaraj; Raymie Stata

Publisher

ACM

Published

2011

Language

EN