Internet Ad Exchanges

Date: 
Monday, November 21, 2011 - 9:46am

UCSB COMPUTER SCIENCE DEPARTMENT PRESENTS:

Monday, November 28, 2011
3:30 – 4:30 PM
Computer Science Conference Room, Harold Frank Hall Rm. 1132

HOST: Divy Agrawal

SPEAKER: S. Muthukrishnan
Professor
Computer Science, Rutgers University

Title: Internet Ad Exchanges

Abstract:

Activities on the Internet can be abstracted as interactions due to the
users who navigate to various web pages, the publishers who control the
web pages and generate the content in them, and advertisers who wish to
get the attention of the users using the publishers as the channel for
placing ads on the pages. Precisely what ads show when a user accesses a
page is traditionally determined by negotiations between publishers and
advertisers. An emerging way of selling and buying ads on the Internet
is via an exchange that brings sellers (publishers) and buyers
(advertisers) together to a common marketplace. Ad exchanges are recent.
It seems ad exchanges are likely to become a major platform for trading
ads. In this talk, we will discuss the context of ad exchanges as well
as the auction and optimization research problems that arise.

Bio:

S. (Muthu) Muthukrishnan is a professor at the Dept of CS, Rutgers
University where he heads the Massive Data Analysis Lab (MassDAL) His
research interests are in algorithms for analyzing massive data streams
as well as design and analysis of large scale auction systems. The talk
is based on work done at Google.