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Improving the Effectiveness of Time-Based Display Advertising
Daniel G. Goldstein, R. Preston McAfee, Siddharth Suri
Article No.: 7
Display advertisements are typically sold by the impression, where one impression is simply one download of an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing...
We consider the problem of playing a repeated two-player zero-sum game safety: that is, guaranteeing at least the value of the game per period in expectation regardless of the strategy used by the opponent. Playing a stage-game equilibrium...
Secondary Spectrum Auctions for Symmetric and Submodular Bidders
Martin Hoefer, Thomas Kesselheim
Article No.: 9
We study truthful auctions for secondary spectrum usage in wireless networks. In this scenario, n communication requests need to be allocated to k available channels that are subject to interference and noise. We present the first...
Truthfulness is fragile and demanding. It is oftentimes harder to guarantee truthfulness when solving a problem than it is to solve the problem itself. Even worse, truthfulness can be utterly destroyed by small uncertainties in a mechanism’s...
Web publishers must balance two objectives: how to keep users engaged by directing them to relevant content, and how to properly monetize this user traffic. The standard approach is to solve each problem in isolation, for example, by displaying...
To Match or Not to Match: Economics of Cookie Matching in Online Advertising
Arpita Ghosh, Mohammad Mahdian, R. Preston McAfee, Sergei Vassilvitskii
Article No.: 12
Modern online advertising increasingly relies on the ability to follow the same user across the Internet using technology called cookie matching to increase efficiency in ad allocation. Web publishers today use this technology to...