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Programmatic Advertisement Option Contract Mechanism for Online Advertising

Explore how advertisement options revolutionize online advertising with a futures and options trading platform that tackles volatility and pre-sells premium display ads, presented at the BITE Symposium on January 28, 2015. Learn about the innovative solution to the Non-Guaranteed Delivery Problem and the benefits it brings to the digital market.

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Programmatic Advertisement Option Contract Mechanism for Online Advertising

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  1. Programmatic Advertisement Option Contract Mechanism for Online Advertising Bowei Chen University College London BITE Symposium 28th January 2015

  2. Secondee Profile Bowei Chen is a completing PhD student from the Department of Computer Science at University College London. His research interest lies mostly in online digital markets and derivatives evaluation. His thesis studies how to use financial models to solve the non-guaranteed delivery problem in online advertising.

  3. Host Company MediaGamma is a new advertising company, headquartered in London, which brings advanced technologies into the online display advertising market. It offers a futures and options trading platform, solving the volatility problem and creating a newly-automated market that pre-sells the premium display advertisements. http://www.mediagamma.com

  4. Non-Guaranteed Delivery Problem [Source: http://www.sitescout.com/blog/2013/02/rtb-zeitgeist-real-time-bidding-for-dummies-feb-19-2012/]

  5. Advertisement Option An advertisement option is a contract signed by advertiser and publisher (or search engine). It gives its buyer (normally advertiser) the right but not obligation to purchase a certain amount of future display impressions or clicks from its seller (normally publisher or search engine) at a pre-fixed price, called the strike price. The end of future period for delivering the targeted inventories is call the contract expiration date. At the current time, the ad option buyer needs to pay an upfront fee to its seller, called the option price.

  6. What Else … • Benefits • Future Plans • Thanks to MediaGamma and BITE Email: bowei.chen@cs.ucl.ac.uk

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