کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1032832 943265 2012 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Scheduling online advertisements to maximize revenue under variable display frequency
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
Scheduling online advertisements to maximize revenue under variable display frequency
چکیده انگلیسی

The online advertising industry realized annual revenues estimated at over $26 billion, in the United States alone, in 2010. Banner advertising accounts for an estimated 23% of all online advertising revenues. Publishers of banner advertisements face a scheduling optimization problem on a daily basis. Several papers in the literature have proposed mathematical models and solution approaches to address a publisher's banner advertisement scheduling problem and the problem has been shown to be NP-hard. In this paper we propose a new model variation for the problem, which incorporates variable display frequencies. We find that the variable-display frequency model provides significantly improved space utilization relative to the fixed-display frequency model and consequently higher revenues for the publishers.

▶ Online advertisement scheduling model with variable display frequencies. ▶ A robust test set that utilizes the industry accepted standardized ad sizes. ▶ Optimization model for online advertisement scheduling.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Omega - Volume 40, Issue 5, October 2012, Pages 562–570
نویسندگان
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