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Doubleclick Ad Exchange Auction ∗

By Yishay Mansour, S. Muthukrishnan and Noam Nisan


Display advertisements on the web are sold via ad exchanges that use real time auction. We describe the challenges of designing a suitable auction, and present a simple auction called the Optional Second Price (OSP) auction that is currently used in Doubleclick Ad Exchange. 1 Introduction to Web Display Ads Web is a pervasive entity: millions of publishers produce content and configure webpages; hundreds of millions of users worldwide browse the web every day and access these pages; as a result, web has become a powerful communication medium. Its economics is predominantly driven by advertisers who wish to get the attention of the users using the publishers as th

Year: 1204
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