1  Introduction

Why are “all the smartest people of a generation optimizing click through rates”? Hard and interesting problem space!

• Set context on terms (targeting, ranking, etc.)
• Diagram of how blocks fit together
  • User makes request
  • Calls ad server
    • Targeting
    • Pacing
    • Ranking
  • Serve the impression & track what happens
    • Is system working as expected? Is it “fair”? Describe charging model.
    • Causal measurement for advertisers
    • Experience for users