Scheduling Banner Advertisements on the Web
INFORMS Journal on Computing
Improvements to the Linear Programming Based Scheduling of Web Advertisements
Electronic Commerce Research
Optimal Scheduling and Placement of Internet Banner Advertisements
IEEE Transactions on Knowledge and Data Engineering
Optimal Internet Media Selection
Marketing Science
Online advertisement service pricing and an option contract
Electronic Commerce Research and Applications
Yield optimization of display advertising with ad exchange
Proceedings of the 12th ACM conference on Electronic commerce
The effects of exposure time on memory of display advertisements
Proceedings of the 12th ACM conference on Electronic commerce
Online ad banners: the effects of goal orientation and content congruence on memory
CHI '13 Extended Abstracts on Human Factors in Computing Systems
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Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a visual advertisement (hereinafter also called ''ad'') to maximize short-term sales revenue. In this study, we formulate an advertiser's revenue maximization problem in direct response Internet display advertisement campaigns as a mixed integer program via piecewise linear approximation of the revenue function. A novelty of our approach is that ad location and content issues are explicitly incorporated in the optimization model. Computational experiments on a large-scale actual campaign indicate that adopting the optimal media schedule can significantly increase advertising revenues without any budget changes, and reasonably sized instances of the problem can be solved within short execution times.