Real-time Bidding for Online Advertising: Measurement and AnalysisReal-time Bidding for Online Advertising: Measurement and Analysis Shuai Yuan, Jun Wang, Xiaoxue Zhao Department of Computer Science, University College London {s.yuan, j.wang, x.zhao}@cs.ucl.ac.uk ABSTRACT The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online ad- vertising. Instead of bulking buying and inventory-centric buying, RTB mimics s
