Risk-aware revenue maximization in display advertising

Display advertising is the graphical advertising on the World Wide Web (WWW) that appears next to content on web pages, instant messaging (IM) applications, email, etc. Over the past decade, display ads have evolved from simple ban-ner and pop-up ads to include various combinations of text, images, audio, video, and animations. As a market seg-ment, display continues to show substantial growth poten-tial, as evidenced by companies such as Microsoft, Yahoo, and Google actively vying for market share. As a sales pro-cess, display ads are typically sold in packages, the result of negotiations between sales and advertising agents. A key component to any successful business model in dis-play advertising is sound pricing. Main objectives for on-line publishers (e.g. Amazon, YouTube, CNN) are maximizin