Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
Externalities in online advertising
Proceedings of the 17th international conference on World Wide Web
Hybrid keyword search auctions
Proceedings of the 18th international conference on World wide web
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Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a few major challenges, flagging possible areas for future research.