Display advertising is a major source of revenue for many of the online publishers and content providers. Historically, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between publishers and advertisers. In recent years, a growing...

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational activities associated with participating in an auction — submitting the bid and the ad copy, customizing bids and ad copies based various factors (such as the geographical region...

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...