Targeted advertising on the Web with inventory management

Authors:
David Maxwell Chickering;David Heckerman
Affiliations:
Microsoft Research, One Microsoft Way, Redmond, Washington;Microsoft Research, One Microsoft Way, Redmond, Washington
Venue:
Interfaces - Wagner prize papers
Year:
2003

Citing 5
Cited 13

Commercial scenarios for the Web: opportunities and challenges

Readings in electronic commerce
Unintrusive customization techniques for Web advertising

WWW '99 Proceedings of the eighth international conference on World Wide Web
An entropy approach to unintrusive targeted advertising on the Web

Proceedings of the 9th international World Wide Web conference on Computer networks : the international journal of computer and telecommunications netowrking
Internet Publishing and beyond: The Economics of Digital Information and Intellectual Property

Internet Publishing and beyond: The Economics of Digital Information and Intellectual Property
Attention, indifference, dislike, action: Web advertising involving users

Netnomics

Efficiency analysis for display ads and contextual search

Proceedings of the ninth international conference on Electronic commerce
A Mechanism for On-line Advertisement Placement to Deter Click Fraud

International Journal of Electronic Commerce
Pricing display ads and contextual ads: Competition, acquisition, and investment

Electronic Commerce Research and Applications
Maintaining Diagnostic Knowledge-Based Systems: A Control-Theoretic Approach

Management Science
A Mechanism for On-line Advertisement Placement to Deter Click Fraud

International Journal of Electronic Commerce
Ontological analysis of web surf history to maximize the click-through probability of web advertisements

Decision Support Systems
An integrated framework for the design of optimal web banners

Netnomics
OR PRACTICE---Scheduling of Dynamic In-Game Advertising

Operations Research
Hybrid genetic algorithm and augmented neural network application for solving the online advertisement scheduling problem with contextual targeting

Expert Systems with Applications: An International Journal
Multi-agent system for web advertising

KES'05 Proceedings of the 9th international conference on Knowledge-Based Intelligent Information and Engineering Systems - Volume Part II
A framework for intermediated online targeted advertising with banner ranking mechanism

Information Systems and e-Business Management
Sequential selection of correlated ads by POMDPs

Proceedings of the 21st ACM international conference on Information and knowledge management
Building a targeted mobile advertising system for location-based services

Decision Support Systems

Quantified Score

Hi-index	0.00

Visualization

Abstract

Companies that maintain Web sites can make considerable revenue by running advertisements, and they therefore compete to attract advertisers. The ability to deliver high click-through rates on a site can attract advertisers and, under an appropriate pricing model, can also increase revenue directly. Consequently, companies can benefit from delivery systems that display advertisements selectively to those visitors most likely to click though. To satisfy contractual obligations, however, these systems must simultaneously manage inventory. We developed a delivery system that maximizes click-through rate given inventory-management constraints in the form of advertisement quotas. The system uses predictive segments in conjunction with a linear program to perform the constrained optimization. Using a real Web site (msn.com), we demonstrated the efficacy of the system. We can generalize our system to find revenue-optimal advertisement schedules under a wide variety of pricing models.