An integrated framework for the design of optimal web banners

Authors:
Lili Hai;Lan Zhao;Anna Nagurney
Affiliations:
Department of Mathematics and Computer Information Science, SUNY/College at Old Westbury, Old Westbury, USA 11568;Department of Mathematics and Computer Information Science, SUNY/College at Old Westbury, Old Westbury, USA 11568;Isenberg School of Management, University of Massachusetts, Amherst, USA 01003
Venue:
Netnomics
Year:
2010

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Abstract

In this paper, we present an integrated framework for the optimization of Internet banner advertising. The framework consists of three parts: statistical predictive modeling on web data, optimization through mixed integer programming, and the use of information repository technology. The integrated, quantitative approach allows for the automatic improvement of banner advertising strategies and nonintrusive personalized advertising at a variety of banner display levels.