Measurement and Analysis of OSN Ad Auctions
Advertising is ubiquitous on the web; numerous ad networks serve billions of ads daily via keyword or search term auctions. Recently, Online Social Networks (OSNs) such as Facebook have created site-specific ad services that differ from traditional ad networks by letting advertisers bid on users rather than keywords. With Facebook's annual ad revenue exceeding $4 billion, OSN-based ad services are emerging to be a significant fraction of the online ad market. In contrast to other online ad markets (e.g., Google's ad market), there has been little academic study of OSN ad services, and OSNs have released very little data about their advertising markets; as a result, researchers currently lack the tools to measure and understand these markets.