Ad Exchanges: Auctions and Optimizations

S. Muthukrishnan

ABSTRACT: Activities on the Internet can be abstracted as
interactions due to the users who navigate to various web
pages, the publishers who control the web pages and generate
the content in them, and advertisers who wish to get the
attention of the users using the publishers as the channel for
placing ads on the pages. Precisely what ads show when a user
accesses a page is traditionally determined by negotiations
between publishers and advertisers. An emerging way of selling
and buying ads on the Internet is via an exchange that brings
sellers (publishers) and buyers (advertisers) together to a
common marketplace. Ad exchanges are recent. It seems ad
exchanges are likely to become a major platform for trading
ads. In this talk, we will discuss the context of ad exchanges
as well as the auction and optimization research problems that
arise.

BIO: S. (Muthu) Muthukrishnan is a professor at the Dept of CS,
Rutgers University where he heads the Massive Data Analysis Lab
(MassDAL) and is also the Director of Data Research for DHS
Center for Data Analysis (CCICADA). Previously he has been at
Bell Labs, AT&T Labs and Google Research. His research
interests are in algorithms for analyzing massive data streams
as well as design and analysis of large scale auction systems.
He is the author of a monograph on "Data Streams".