Billions of dollars worth of display advertising are sold via contracts and deals. This paper is the first formal study of preferred deals, a new generation of contracts for selling online advertisement that generalize the traditional reservation contracts; these contracts are suitable for...

In online advertising, advertisers purchase ad placements by participating in a long sequence of repeated auctions. One of the most important features advertising platforms often provide, and advertisers often use, is budget management, which allows advertisers to control their cumulative...