Advertising is a mode of conveying information. The core task of computational advertising is to find the best match between a given user in a given context and an advertisement, where the following factors apply:
- Context/Auctioneer: A platform visited by a user and that is deemed fit for advertisements, for example:
- A user using a search engine. Therefore, sponsored advertisements in such a scenario form a good plan.
- A user reading a web page. Therefore, display advertisements fit such cases.
- A user watching any video (movie, clips, short videos, and so on). Therefore, short video advertisements are good.
- Constraints: The biggest constraint of all for the advertiser is limited budget and limited time period.
The core challenges to meet regarding the preceding goals are as follows:
- Designing markets and exchanges...
