Traffic Shaping to Optimize Ad Delivery
ACM Trans. Economics and Comput., Volume 3, Issue 2, 2015.
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 content that is tailored to the user’s interests so as to maximize clickthrough rates (CTR), an...More
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