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Scheduling online advertisements to maximize revenue under variable display frequency

  • Deane, Jason
  • Agarwal, Anurag
Registered author(s):

    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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    File URL: http://www.sciencedirect.com/science/article/pii/S0305048311001666
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    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
    DOI: 10.1016/j.omega.2011.11.001
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