Optimal Scheduling and Placement of Internet Banner Advertisements
IEEE Transactions on Knowledge and Data Engineering
A Mechanism for On-line Advertisement Placement to Deter Click Fraud
International Journal of Electronic Commerce
A Mechanism for On-line Advertisement Placement to Deter Click Fraud
International Journal of Electronic Commerce
Single Pattern Generating Heuristics for Pixel Advertisements
WISE '09 Proceedings of the 10th International Conference on Web Information Systems Engineering
Fundamenta Informaticae - Intelligent Data Analysis in Granular Computing
Maximizing revenue with allocation of multiple advertisements on a Web banner
Computers and Operations Research
Expert Systems with Applications: An International Journal
Optimizing direct response in Internet display advertising
Electronic Commerce Research and Applications
The Planning of Guaranteed Targeted Display Advertising
Operations Research
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Despite the slowdown in the economy, advertisement revenue remains a significant source of income for many Internet-based organizations. Banner advertisements form a critical component of this income, accounting for 40 to 50% of the total revenue. There are considerable gains to be realized through the efficient scheduling of banner advertisements. This problem has received only limited attention in the literature. This paper introduces formulations for an important version of the banner advertisement scheduling problem. Two solution approaches, one based on Lagrangean decomposition and the other based on column generation, are presented, along with extensive results based on 1,500 randomly generated data sets. These results suggest that, while both approaches do very well in general, column generation consistently performs better than Lagrangean decomposition, giving gaps of 0.0004% or better in 4.4 seconds or less, even on relatively large problem instances.