Browsing Trinity College Dublin Theses & Dissertations by Author "Ye, Junchi"
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Selling Online Display Advertising via Guaranteed Contracts and the Real-time Bidding Auctions
Ye, Junchi (Trinity College Dublin. School of Business. Discipline of Business & Administrative Studies, 2024)Online display advertising has become a principal revenue stream for a multitude of online publishers and content providers. This form of advertising involves selling 'impressions' or views of display advertisements to ...