Computer Science – Computational Engineering – Finance – and Science
Scientific paper
2010-08-20
Computer Science
Computational Engineering, Finance, and Science
Scientific paper
We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements. The model considers two types of campaigns: guaranteed delivery (GD), which are sold months in advance, and non-guaranteed delivery (NGD), which are sold using real-time auctions. We investigate various advertiser and publisher objectives such as (a) revenue from the sale of impressions, clicks and conversions, (b) future revenue from the sale of NGD inventory, and (c) "fairness" of allocation. While the first two objectives are monetary, the third is not. This combination of demand types and objectives leads to potentially many variations of our model, which we delineate and evaluate. Our experimental results, which are based on optimization runs using real data sets, demonstrate the effectiveness and flexibility of the proposed model.
Anastasakos Tasos
Kennedy Oliver
Shanmugasundaram Jayavel
Tomlin John
Vassilvitskii Sergei
No associations
LandOfFree
Inventory Allocation for Online Graphical Display Advertising does not yet have a rating. At this time, there are no reviews or comments for this scientific paper.
If you have personal experience with Inventory Allocation for Online Graphical Display Advertising, we encourage you to share that experience with our LandOfFree.com community. Your opinion is very important and Inventory Allocation for Online Graphical Display Advertising will most certainly appreciate the feedback.
Profile ID: LFWR-SCP-O-81361