In online advertising, the prevalent method advertisers employ to acquire impressions is to contract with an intermediary. These contracts involve upfront payments made by the advertisers to the intermediary, in exchange for running campaigns on their behalf. This paper studies the optimal...

Billions of dollars worth of display advertising are sold via contracts and deals. This paper is the first formal study of preferred deals, a new generation of contracts for selling online advertisement that generalize the traditional reservation contracts; these contracts are suitable for...