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
To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.