Efficient online ad serving in a display advertising exchange. - Kevin J. Lang; Joaquin Delgado; Dongming Jiang; Bhaskar Ghosh; Shirshanka Das; Amita Gajewar; Swaroop Jagadish; Arathi Seshan; Chavdar Botev; Michael Ortega-Binderberger; Sunil Nagaraj; Raymie Stata (WSDM, 2011)