Selling futures online advertising slots via option contracts.
Jun WangBowei ChenPublished in: WWW (Companion Volume) (2012)
Keyphrases
- online advertising
- spot market
- user behavior
- pricing strategies
- behavioral targeting
- supply chain
- option pricing
- display advertising
- long tail
- user experience
- contextual advertising
- advertising campaigns
- data mining
- dynamic pricing
- sponsored search
- garch model
- expected profit
- financial markets
- sponsored search auctions