Brand advertising through web display ads, aimed at driving up brand awareness and purchase intentions, is the cornerstone of the Internet economic ecosystem.The ever increasing penetration of the Internet and recent technological advances allow for cost effective targeting and gave rise to an array of new interconnected entities - e.g., the pivotal Ad Exchange (AdX) – offering added value to publishers and advertisers.The new AdX game reflects the challenges faced by an Ad Network as it bids for display ads opportunities.The key challenge that Ad Networks face is to fulfill advertising contracts at minimum cost while sustaining and attracting advertisers by achieving high quality targeting. Therefore, efficient marketing effectiveness is the main concern of an agent implementing the Ad Network strategy.

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