Bax, Eric; Kuratti, Anand; Mcafee, Preston; Romero, Julian - In: International Journal of Industrial Organization 30 (2012) 1, pp. 80-88
Online publishers sell opportunities to show ads. Some advertisers pay only if their ad elicits a user response. Publishers estimate response rates for ads in order to estimate expected revenues from showing the ads. Then publishers select ads that maximize estimated expected revenue.
