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Scheduling online advertisements to maximize revenue under variable display frequency

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  • Deane, Jason
  • Agarwal, Anurag
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    Abstract

    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Omega.

    Volume (Year): 40 (2012)
    Issue (Month): 5 ()
    Pages: 562-570

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    Handle: RePEc:eee:jomega:v:40:y:2012:i:5:p:562-570

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    Related research

    Keywords: Scheduling; Optimization; Combinatorial Analysis;

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    Cited by:
    1. Shah, Nita H & Soni, Hardik N & Patel, Kamlesh A, 2013. "Optimizing inventory and marketing policy for non-instantaneous deteriorating items with generalized type deterioration and holding cost rates," Omega, Elsevier, vol. 41(2), pages 421-430.

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