"When you visit just about any website these days, ads appear as the
site loads. But what you can't see is that many of those ads were not
predestined for your eyes -- advertisers won the spots in
near-instantaneous auctions occurring in the quarter of a second between
click and use of the site. Real-time online advertising through such auctions is a rapidly growing business, and Google (GOOG)
has made it a critical part of its advertising ecosystem. But the far
smaller AppNexus has emerged as another leader by taking a page out of
Google's playbook" (Konrad, 2012).
Konrad, Alex (Jan. 5, 2012). Web addressing master auctioneers. Retrieved from Fortune Magazine http://tech.fortune.cnn.com/2012/01/05/web-advertisings-master-auctioneers/.
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