Ad Exchange: Intention Driven Auction Mechanisms for Mediating Between Publishers and Advertisers.
Rina AzoulayEsther DavidPublished in: WI-IAT (2) (2015)
Keyphrases
- auction mechanisms
- sponsored search advertising
- sponsored search
- display advertising
- search advertising
- mechanism design
- multi attribute
- advertising campaigns
- online advertising
- game theory
- purchase behavior
- combinatorial auctions
- multi attribute auctions
- search engine
- multiple criteria
- behavioral targeting
- online auctions
- click prediction
- direct marketing
- reverse auction
- budget constraints
- bidding strategies
- user experience
- strategy proof
- user behavior