Decentralizing Sponsored Web Advertising
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Citation: Rohit Khare, Benjamin Sittler (2005) Decentralizing Sponsored Web Advertising. CommerceNet Labs Technical Report (RSS)
Internet Archive Scholar (search for fulltext): Decentralizing Sponsored Web Advertising
Download: http://commerce.net/wp-content/uploads/2012/04/CN-TR-05-04.pdf
Tagged: advertising (RSS)
Summary
Centralized ad networks control:
- Who can advertise
- What can be advertised and how
- Who can publish ads
- Which ads are displayed on each page
- How prices are set and revenue shared
Authors speculate that a decentralized mechanism could offer freedom on all of these axes and approach efficiency of centralized networks.
