Online advertising systems and related technology evolution

SONG Le-yi; GONG Xue-qing; ZHANG Rong; LIU Peng

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Jul. 2013

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Article Navigation > Journal of East China Normal University (Natural Sciences) > 2013 > (3): 106-117

SONG Le-yi, GONG Xue-qing, ZHANG Rong, LIU Peng. Online advertising systems and related technology evolution[J]. Journal of East China Normal University (Natural Sciences), 2013, (3): 106-117.

Citation:

SONG Le-yi, GONG Xue-qing, ZHANG Rong, LIU Peng. Online advertising systems and related technology evolution[J]. Journal of East China Normal University (Natural Sciences), 2013, (3): 106-117.

SONG Le-yi, GONG Xue-qing, ZHANG Rong, LIU Peng. Online advertising systems and related technology evolution[J]. Journal of East China Normal University (Natural Sciences), 2013, (3): 106-117.

Citation:

SONG Le-yi, GONG Xue-qing, ZHANG Rong, LIU Peng. Online advertising systems and related technology evolution[J]. Journal of East China Normal University (Natural Sciences), 2013, (3): 106-117.

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Online advertising systems and related technology evolution

1.
Software Engineering Institute, East China Normal University, Shanghai 200062, China;
2.
Beijing Sohu New Media Information Technology Co., Ltd., Beijing 100004, China

Received Date: 2013-03-01
Rev Recd Date: 2013-04-01
Publish Date: 2013-05-25

Abstract

Abstract

This paper introduced the background and related techniques of online advertising market. While different types of online ads may imply different computational advertising techniques in the backend system, this paper provided a rational classification method of online advertising formats. The category of online advertising given in this paper covers existing and potential types in the domain. Further, the advertising platform have evolved in several major phases or generations, particularly ad server, ad network and ad exchange. We showed the system architectures of the advertising systems mentioned above, by discussing the main function modules and interfaces. Our work aims to give a comprehensive and detailed description of the online advertising systems from the view of computation. Besides, the surveys in our work can provide essential background knowledge for computational advertising related research.
- online advertising,
- computational advertising,
- delivery system

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References(1)

References

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