{"id":"https://openalex.org/W2073358075","doi":"https://doi.org/10.1145/1871437.1871491","title":"Pricing guaranteed contracts in online display advertising","display_name":"Pricing guaranteed contracts in online display advertising","publication_year":2010,"publication_date":"2010-10-26","ids":{"openalex":"https://openalex.org/W2073358075","doi":"https://doi.org/10.1145/1871437.1871491","mag":"2073358075"},"language":"en","primary_location":{"id":"doi:10.1145/1871437.1871491","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1871437.1871491","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 19th ACM international conference on Information and knowledge management","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5055427858","display_name":"Vijay Bharadwaj","orcid":null},"institutions":[{"id":"https://openalex.org/I1325784139","display_name":"Yahoo (United Kingdom)","ror":"https://ror.org/038p3gq39","country_code":"GB","type":"company","lineage":["https://openalex.org/I1325784139","https://openalex.org/I4210134091"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["GB","US"],"is_corresponding":false,"raw_author_name":"Vijay Bharadwaj","raw_affiliation_strings":["Yahoo! Inc., Santa Clara, CA, USA","[Yahoo, Inc., Santa Clara, CA, USA]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Inc., Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"[Yahoo, Inc., Santa Clara, CA, USA]","institution_ids":["https://openalex.org/I1325784139"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101985976","display_name":"Wenjing Ma","orcid":"https://orcid.org/0009-0001-8457-5412"},"institutions":[{"id":"https://openalex.org/I1325784139","display_name":"Yahoo (United Kingdom)","ror":"https://ror.org/038p3gq39","country_code":"GB","type":"company","lineage":["https://openalex.org/I1325784139","https://openalex.org/I4210134091"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["GB","US"],"is_corresponding":false,"raw_author_name":"Wenjing Ma","raw_affiliation_strings":["Yahoo! Inc., Santa Clara, CA, USA","[Yahoo, Inc., Santa Clara, CA, USA]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Inc., Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"[Yahoo, Inc., Santa Clara, CA, USA]","institution_ids":["https://openalex.org/I1325784139"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5033241617","display_name":"Michael Schwarz","orcid":"https://orcid.org/0000-0002-9828-0308"},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Michael Schwarz","raw_affiliation_strings":["Yahoo! Research, Santa Clara, CA, USA","Yahoo! Research, Santa Clara , CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Research, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Research, Santa Clara , CA, USA","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5075946653","display_name":"Jayavel Shanmugasundaram","orcid":"https://orcid.org/0009-0000-3176-1556"},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jayavel Shanmugasundaram","raw_affiliation_strings":["Yahoo! Research, Santa Clara, CA, USA","Yahoo! Research, Santa Clara , CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Research, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Research, Santa Clara , CA, USA","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5049077665","display_name":"Erik Vee","orcid":null},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Erik Vee","raw_affiliation_strings":["Yahoo! Research, Santa Clara, CA, USA","Yahoo! Research, Santa Clara , CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Research, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Research, Santa Clara , CA, USA","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5042986262","display_name":"Jack Xie","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Jack Xie","raw_affiliation_strings":["Rich Relevance, San Francisco, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Rich Relevance, San Francisco, CA, USA","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5009644404","display_name":"Jian Yang","orcid":"https://orcid.org/0000-0002-4408-1952"},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jian Yang","raw_affiliation_strings":["Yahoo! Labs, Santa Clara, CA, USA","Yahoo! Labs., Santa Clara, CA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo! Labs, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Labs., Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":32,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"399","last_page":"408"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":1.0,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10328","display_name":"Supply Chain and Inventory Management","score":0.9936000108718872,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.6496233344078064},{"id":"https://openalex.org/keywords/common-value-auction","display_name":"Common value auction","score":0.6367215514183044},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.587472140789032},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.5277579426765442},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.5010640621185303},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4427452087402344},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.367893248796463},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3286876678466797},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.2815329134464264},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.21253687143325806},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.15288028120994568},{"id":"https://openalex.org/keywords/computer-security","display_name":"Computer security","score":0.11125412583351135},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.07599073648452759}],"concepts":[{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.6496233344078064},{"id":"https://openalex.org/C163239763","wikidata":"https://www.wikidata.org/wiki/Q5153637","display_name":"Common value auction","level":2,"score":0.6367215514183044},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.587472140789032},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.5277579426765442},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.5010640621185303},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4427452087402344},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.367893248796463},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3286876678466797},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2815329134464264},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.21253687143325806},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.15288028120994568},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.11125412583351135},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.07599073648452759},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/1871437.1871491","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1871437.1871491","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 19th ACM international conference on Information and knowledge management","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":16,"referenced_works":["https://openalex.org/W74203006","https://openalex.org/W1554763265","https://openalex.org/W1653473560","https://openalex.org/W1791321229","https://openalex.org/W1978907431","https://openalex.org/W2107131020","https://openalex.org/W2116309761","https://openalex.org/W2126769627","https://openalex.org/W2798766386","https://openalex.org/W3022618191","https://openalex.org/W3122305203","https://openalex.org/W3122590067","https://openalex.org/W4231144620","https://openalex.org/W4242209908","https://openalex.org/W6750230808","https://openalex.org/W6999219447"],"related_works":["https://openalex.org/W3121315611","https://openalex.org/W2094128433","https://openalex.org/W1526980154","https://openalex.org/W3122007008","https://openalex.org/W2110981230","https://openalex.org/W2539865362","https://openalex.org/W3143666551","https://openalex.org/W2752626891","https://openalex.org/W1973197197","https://openalex.org/W3125885353"],"abstract_inverted_index":{"We":[0,111],"consider":[1],"the":[2,32,48,75,119,129,132,137,185,192,199],"problem":[3,13],"of":[4,65,74,81,83,121,131,145,201],"pricing":[5,29,88,98,116,187],"guaranteed":[6,33,54,123,181],"contracts":[7,34,55,182],"in":[8,38,44,151,174,191],"online":[9,28],"display":[10],"advertising.":[11],"This":[12],"has":[14],"two":[15,171],"key":[16],"characteristics":[17],"that":[18,50,136,158,184,194],"when":[19],"taken":[20],"together":[21],"distinguish":[22],"it":[23,195],"from":[24],"related":[25],"offline":[26],"and":[27,40,46,68,102,165,168],"problems:":[30],"(1)":[31],"are":[35,104,159],"sold":[36,52],"months":[37],"advance,":[39],"at":[41],"various":[42],"points":[43],"time,":[45],"(2)":[47],"inventory":[49],"is":[51,60,125,139,150,189],"to":[53,108,141],"-":[56,59],"user":[57,134,148],"visits":[58,135],"very":[61,76],"high-dimensional,":[62],"having":[63],"hundreds":[64],"possible":[66],"attributes,":[67],"advertisers":[69],"can":[70,196],"potentially":[71],"buy":[72],"any":[73],"large":[77],"number":[78],"(many":[79],"trillions)":[80],"combinations":[82],"these":[84],"attributes.":[85],"Consequently,":[86],"traditional":[87],"methods":[89],"such":[90],"as":[91],"real-time":[92],"or":[93,96],"combinatorial":[94],"auctions,":[95],"optimization-based":[97],"based":[99,127],"on":[100,128],"self-":[101],"cross-elasticities":[103],"not":[105],"directly":[106],"applicable":[107],"this":[109,175],"problem.":[110],"hence":[112],"propose":[113,170],"a":[114,122,162],"new":[115],"method,":[117],"whereby":[118],"price":[120,144],"contract":[124,138],"computed":[126,153],"prices":[130,157,200],"individual":[133,147],"expected":[140],"get.":[142],"The":[143],"each":[146],"visit":[149],"turn":[152],"using":[154,179],"historical":[155,204],"sales":[156,163],"negotiated":[160],"between":[161],"person":[164],"an":[166],"advertiser,":[167],"we":[169],"different":[172],"variants":[173],"context.":[176],"Our":[177],"evaluation":[178],"real":[180],"shows":[183],"proposed":[186],"method":[188],"accurate":[190],"sense":[193],"effectively":[197],"predict":[198],"other":[202],"(out-of-sample)":[203],"contracts.":[205]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":3},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":5},{"year":2014,"cited_by_count":5},{"year":2013,"cited_by_count":3},{"year":2012,"cited_by_count":5}],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2025-10-10T00:00:00"}
