Optimization Issues in Web and Mobile Advertising Past and Future Tr
This book provides a comprehensive overview of optimization issues and models in web and mobile advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is
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Subodha Kumar
Optimization Issues in Web and Mobile Advertising Past and Future Trends
SpringerBriefs in Operations Management Series Editor Suresh P. Sethi The University of Texas at Dallas, TX, USA
More information about this series at http://www.springer.com/series/13082
Subodha Kumar
Optimization Issues in Web and Mobile Advertising Past and Future Trends
123
Subodha Kumar Department of Information and Operations Management Texas A&M University College Station, TX, USA
ISSN 2365-8320 ISSN 2365-8339 (electronic) SpringerBriefs in Operations Management ISBN 978-3-319-18644-3 ISBN 978-3-319-18645-0 (eBook) DOI 10.1007/978-3-319-18645-0 Library of Congress Control Number: 2015951986 Springer Cham Heidelberg New York Dordrecht London © The Authors 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer International Publishing AG Switzerland is part of Springer Science+Business Media (www. springer.com)
This book is dedicated to: my children Aarna and Medha, my wife Susmita, and my parents
Preface
For many websites, revenue generated from advertisements (or ads for short) is critical for survival. This in turn raises the question: How should ads at a website be scheduled to maximize revenue? This monograph aims to provide an overview of such optimization issues in web and mobile advertising. This monograph begins with discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The initial models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the ad scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure was different. As the web advertising evolved, the initial models were augmented by considering how the schedule
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