This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical...

This paper considers how a publisher should set reserve prices for real-time bidding (RTB) auctions when selling display advertising impressions through ad exchanges, a $115 billion market and growing. Conducting a series of field experiments to induce exogenous variation in reserve prices at a...

Sponsored search advertising is ascendant Jupiter Research reportsexpenditures rose 28% in 2007 to $8.9B and will continue to rise at a15% CAGR, making it one of the major trends to affect the marketinglandscape. Yet little, if any empirical research focuses upon searchengine marketing strategy...