Major IT analysts predict that cloud-based advertising services are going to be a significant part of the software as a service (SaaS) industry, representing over $100 billion in the next few years. With the advances in big data and Internet commerce, companies can use cloud solutions for advertising to control pricing in different ways — for instance, as Gartner puts it, cloud advertising can include situations where "content and price are determined at the time of end-user access, usually by an auction mechanism that matches bidders with advertising impressions as they become available."
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