There is a rich body of literature on measuring and optimizing nearly every aspect of the
web, including characterizing the structure and content of web pages, devising new …

Targeted online advertising is a well-known but extremely opaque phenomenon. Though
the targeting capabilities of the ad tech ecosystem are public knowledge, from an outside …

Low latency is of interest for a variety of applications. The most stringent latency
requirements arise in financial trading, where sub-microsecond differences matter. As a …

The Real Time Bidding (RTB) protocol is by now more than a decade old. During this time, a
handful of measurement papers have looked at bidding strategies, personal information …

Online advertising has become a major component of today's Web, fueled by advanced
tracking mechanisms and profiling algorithms. The boom of social media in the mid-2000s …

Programmatic advertising rose in the early 2000s, aiming at streamlining the online media
buying process. It offered marketers the means to buy millions of advertising impressions …

Online advertising is a core part of the modern web; ads sustain websites that provide free
content and services to consumers, and inform people about products that they may be …

In the current economy goods and services are increasingly sold via the internet. Online
retailers, such as Amazon, offer millions of products for sale including books, mobile phones …

Novel applications have driven innovation in the Internet over decades. Electronic mail and
file sharing drove research for communication and congestion control protocols. Hypertext …