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research-article

Optimal Scheduling and Placement of Internet Banner Advertisements

Authors:

Milind Dawande,

Vijay MookerjeeAuthors Info & Claims

IEEE Transactions on Knowledge and Data Engineering, Volume 19, Issue 11

Pages 1571 - 1584

https://doi.org/10.1109/TKDE.2007.190640

Published: 01 November 2007 Publication History

Abstract

The increasing popularity of the world wide web has made it an attractive medium for advertisers. As more advertisers place internet advertisements (hereafter also called "ads”), it has become important for web site owners to maximize revenue through the optimal selection and placement of these ads. Unlike most previous research, we consider a hybrid pricing model where the price advertisers pay is a function of (i) the number of exposures of the ad and (ii) the number of clicks on the ad. The problem is to find an ad schedule to maximize web site revenue under a hybrid pricing model. We formulate two versions of the problem: static and dynamic, and propose a variety of efficient solution techniques that provide near-optimal solutions. In the dynamic version, the schedule of ads is changed based on individual user click behavior. We show - using a theoretical proof under special circumstances and an experimental demonstration under general conditions - that a schedule that adapts to user click behavior consistently outperforms one that does not. We also demonstrate that to benefit from observing user click behavior, the associated probability parameter need not be estimated accurately.

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Cited By

Sarpatwar KSchieber BShachnai H(2024)The preemptive resource allocation problemJournal of Scheduling10.1007/s10951-023-00786-627:1(103-118)Online publication date: 1-Feb-2024
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Wu RLi YLiu JWang S(2023)The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing IntentionJournal of Global Information Management10.4018/JGIM.31971331:1(1-17)Online publication date: 10-Mar-2023
https://dl.acm.org/doi/10.4018/JGIM.319713
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Published In

cover image IEEE Transactions on Knowledge and Data Engineering

IEEE Transactions on Knowledge and Data Engineering Volume 19, Issue 11

November 2007

141 pages

ISSN:1041-4347

Issue’s Table of Contents

Copyright © 2007.

Publisher

IEEE Educational Activities Department

United States

Publication History

Published: 01 November 2007

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Cited By

Sarpatwar KSchieber BShachnai H(2024)The preemptive resource allocation problemJournal of Scheduling10.1007/s10951-023-00786-627:1(103-118)Online publication date: 1-Feb-2024
https://dl.acm.org/doi/10.1007/s10951-023-00786-6
Wu RLi YLiu JWang S(2023)The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing IntentionJournal of Global Information Management10.4018/JGIM.31971331:1(1-17)Online publication date: 10-Mar-2023
https://dl.acm.org/doi/10.4018/JGIM.319713
Mallipeddi RKumar SSriskandarajah CZhu Y(2022)A Framework for Analyzing Influencer Marketing in Social NetworksManagement Science10.1287/mnsc.2020.389968:1(75-104)Online publication date: 1-Jan-2022
https://dl.acm.org/doi/10.1287/mnsc.2020.3899
Kumar STan YWei L(2020)When to Play Your Advertisement? Optimal Insertion Policy of Behavioral AdvertisementInformation Systems Research10.1287/isre.2019.090431:2(589-606)Online publication date: 1-Jun-2020
https://dl.acm.org/doi/10.1287/isre.2019.0904
Sarpatwar KSchieber BShachnai HScheideler CFineman J(2018)Brief AnnouncementProceedings of the 30th on Symposium on Parallelism in Algorithms and Architectures10.1145/3210377.3210666(343-345)Online publication date: 11-Jul-2018
https://dl.acm.org/doi/10.1145/3210377.3210666
Mookerjee RKumar SMookerjee V(2017)Optimizing Performance-Based Internet Advertisement CampaignsOperations Research10.1287/opre.2016.155365:1(38-54)Online publication date: 1-Feb-2017
https://dl.acm.org/doi/10.1287/opre.2016.1553
Sun ZDawande MJanakiraman GMookerjee V(2017)Not Just a FadInformation Systems Research10.1287/isre.2017.069728:3(511-528)Online publication date: 1-Sep-2017
https://dl.acm.org/doi/10.1287/isre.2017.0697
Pandey SDutta GJoshi H(2017)Survey on Revenue Management in Media and BroadcastingInterfaces10.1287/inte.2017.088647:3(195-213)Online publication date: 1-Jun-2017
https://dl.acm.org/doi/10.1287/inte.2017.0886
Mukherjee ASundarraj RDutta K(2017)Apriori Rule--Based In-App Ad Selection Online Algorithm for Improving Supply-Side Platform RevenuesACM Transactions on Management Information Systems10.1145/30861888:2-3(1-28)Online publication date: 3-Jul-2017
https://dl.acm.org/doi/10.1145/3086188
Idemudia E(2016)The online target advertising design modelInternational Journal of Information Technology and Management10.1504/IJITM.2016.07737915:3(195-226)Online publication date: 1-Jan-2016
https://dl.acm.org/doi/10.1504/IJITM.2016.077379
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