Journal of East China Normal University(Natural Sc ›› 2013, Vol. 2013 ›› Issue (3): 106-117.

• Article • Previous Articles     Next Articles

Online advertising systems and related technology evolution

SONG Le-yi 1, GONG Xue-qing 1, ZHANG Rong 1, LIU Peng 2   

  1. 1. Software Engineering Institute, East China Normal University, Shanghai 200062, China;
    2. Beijing Sohu New Media Information Technology Co., Ltd., Beijing 100004, China
  • Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

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.

Key words: online advertising, computational advertising, delivery system

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