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Online advertising accounted for $26.04 billion of the total US advertising pie in 2010, with annual growth rates in the double digits. In the past few years the Internet has continued to grow in significance when compared to other ad-supported media. In 2010, Internet advertising surpassed advertising revenues in newspapers. Advertising in general and online advertising in particular involves a large diversity of actors. The main actors on the supply side of the market are search engines and portals (for example, Google, Yahoo), online news outlets (for example, cnn. com, nyt. com), user generated content sites (YouTube, blogs), social networks (Facebook, Google+), and e-commerce outlets (eBay, Amazon). 1 What makes online advertising attractive is the wide range of new products and services offered. Sponsored search ads tie advertising messages to specific keyword searches. Sponsors can thus be matched …