Edelman, Benjamin. “The Pathologies of Online Display Advertising Marketplaces.” Art. 2. SIGecom Exchanges (June 2010).
Display advertising marketplaces place “banner” ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a few major challenges, flagging possible areas for future research.