Abstract
In this chapter, we briefly describe the digital advertising ecosystem, mainly from the display advertising perspective. We will first describe the real-time bidding framework for online digital advertising, including technical platforms for publishers, advertisers, and the market place for online Ad inventory buying and selling. After that, we will describe major business model of online advertising, and explain three types of revenue models commonly used in Ad systems, including impression-based revenue model (CPM), click-based revenue model (CPC), and action based revenue model (CPA).
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Agarwal A, Hosanagar K, Smith MD (2011) Real-time bidding benchmarking with ipinyou dataset. Journal of Marketing Research 49(16):1057–1073
Bureau IA (2016) Openrtb api specification version 2.5. http://www.iab.com/wp-content/uploads/2016/03/OpenRTB-API-Specification-Version-2-5-FINAL.pdf
Callejo P, Cuevas R, Cuevas n, Kotila M (2016) Independent auditing of online display advertising campaigns. In: Proceedings of the 15th ACM Workshop on Hot Topics in Networks (HotNets)
Edelman B, Ostrovsky M, Schwarz M (2007) Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. American Economic Review 97:242–259
Flosi S, Fulgoni G, Vollman A (2013) If an advertisement runs online and no one sees it, is it still an ad? empirical generalizations in digital advertising. Journal of Advertising Research 53(2):192–199
Google (2015) Google admob behavioral policies
Heine C (2016) Here are 4 common methods that ad fraudsters use to make their ill-gotten money. http://www.adweek.com/news/technology/here-are-4-common-methods-ad-fraudsters-use-make-their-ill-gotten-money-169285
Hill DN, Moakler R, Hubbard AE, Tsemekhman V, Provost F, Tsemekhman K (2015) Measuring causal impact of online actions via natural experiments: Application to display advertising. In: Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD), pp 1839–1847
Bounie D, Valérie M, Quinn M (2016) Do you see what i see? ad viewability and the economics of online advertising. https://ssrn.com/abstract=2854265
Vratonjic N, Manshaei MH, Hubaux JP (2012) Online advertising fraud. In: Death Of the Internet, Markus Jakobsson edit.
Wang C, Kalra A, Borcea C, Chen Y (2015) Viewability prediction for online display ads. In: Proceedings of the 24th ACM International on Conference on Information and Knowledge Management, pp 413–4222
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Zhu, X., Tao, H., Wu, Z., Cao, J., Kalish, K., Kayne, J. (2017). Ad Ecosystems and Key Components. In: Fraud Prevention in Online Digital Advertising. SpringerBriefs in Computer Science. Springer, Cham. https://doi.org/10.1007/978-3-319-56793-8_2
Download citation
DOI: https://doi.org/10.1007/978-3-319-56793-8_2
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-56792-1
Online ISBN: 978-3-319-56793-8
eBook Packages: Computer ScienceComputer Science (R0)