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Conference Paper

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Advances in web technologies have rendered onlineadvertising as an effective means for small and large businesses to targetdifferent market segments on the fly. Online advertising is a huge industry.According to Gartner Inc., worldwide online advertising revenue is projected tohit $11.4 billion in 2013, up from $9.6 billion in 2012 [1]. Global revenuewill also reach $24.5 billion in 2016, with online advertising creatingopportunities for app developers, advertising networks, and service providersin various regions. An online advertising ecosystem is typically coordinated byan advertising commissioner, acting as a broker between advertisers and contentpublishers. An advertiser plans a budget, provides some commissioner(s) withads, and agrees on commission for customer actions (e.g., clicking ad, biddingin an auction, etc.). Meanwhile, content publishers contract with eachcommissioner to post ads on their websites, and receive commission based on thetraffic they drive to the advertisers.


Computer Sciences | Databases and Information Systems

Research Areas

Data Management and Analytics


First International Network on Trust (FINT) Workshop



City or Country


Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.