Internet Advertising: An Interplay among Advertisers, Online Publishers, Ad Exchanges and Web Users

摘要

Internet advertising is a fast growing business which has proved to besignificantly important in digital economics. It is vitally important for bothweb search engines and online content providers and publishers because webadvertising provides them with major sources of revenue. Its presence isincreasingly important for the whole media industry due to the influence of theWeb. For advertisers, it is a smarter alternative to traditional marketingmedia such as TVs and newspapers. As the web evolves and data collectioncontinues, the design of methods for more targeted, interactive, and friendlyadvertising may have a major impact on the way our digital economy evolves, andto aid societal development. Towards this goal mathematically well-grounded Computational Advertisingmethods are becoming necessary and will continue to develop as a fundamentaltool towards the Web. As a vibrant new discipline, Internet advertisingrequires effort from different research domains including InformationRetrieval, Machine Learning, Data Mining and Analytic, Statistics, Economics,and even Psychology to predict and understand user behaviours. In this paper,we provide a comprehensive survey on Internet advertising, discussing andclassifying the research issues, identifying the recent technologies, andsuggesting its future directions. To have a comprehensive picture, we firststart with a brief history, introduction, and classification of the industryand present a schematic view of the new advertising ecosystem. We thenintroduce four major participants, namely advertisers, online publishers, adexchanges and web users; and through analysing and discussing the majorresearch problems and existing solutions from their perspectives respectively,we discover and aggregate the fundamental problems that characterise thenewly-formed research field and capture its potential future prospects.