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Optimal advertising on a two-dimensional web banner


  • Arshia Kaul

    () (University of Delhi)

  • Sugandha Aggarwal

    (Amity University)

  • Anshu Gupta

    (Ambedkar University Delhi (AUD))

  • Niraj Dayama

    (Monash University)

  • Mohan Krishnamoorthy

    (Monash University)

  • P. C. Jha

    (University of Delhi)


Abstract The rapid growth and proliferation of internet based services has opened up new avenues of interactions and corresponding business models. Advertisements shown within websites form a major source of revenue for web publishers. Naturally, the proper planning and allocation of advertisement space in the webpages becomes a major factor in the profitability of the business model. This paper addresses the problem of determining efficient placement of advertisements on a two-dimensional web banner with the objective of maximizing revenue. An integer programming mathematical model is developed here to optimally place advertisements on a two-dimensional banner. The performance of the new formulation is compared with models existing in the recent literature. The proposed model is also validated with computational analysis to prove its efficacy.

Suggested Citation

  • Arshia Kaul & Sugandha Aggarwal & Anshu Gupta & Niraj Dayama & Mohan Krishnamoorthy & P. C. Jha, 2018. "Optimal advertising on a two-dimensional web banner," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 9(1), pages 306-311, February.
  • Handle: RePEc:spr:ijsaem:v:9:y:2018:i:1:d:10.1007_s13198-017-0590-z
    DOI: 10.1007/s13198-017-0590-z

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    References listed on IDEAS

    1. Kumar, Subodha & Jacob, Varghese S. & Sriskandarajah, Chelliah, 2006. "Scheduling advertisements on a web page to maximize revenue," European Journal of Operational Research, Elsevier, vol. 173(3), pages 1067-1089, September.
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