We study how sponsored ads which are classically inserted in Web pages could also be inserted in XML documents such as Ebooks. Advertisers set prices for words and DTDs, and a Vickrey mechanism would select an ad for some price. The approximate distance between a document and any DTD, which is easy to compute, allows to associate a value to a new document in such a market, as a combination of the price and the distance. We describe a simple auction for one ad and its generalization to several ads.
de Rougemont, Michel, "The Value of Sponsored Ads for XML Documents" (2009). ICEB 2009 Proceedings (Macau, SAR China). 103.