Optimal Placement of Advertisements on a Pixelated Web Banner. Issue 5 (2nd September 2016)

• Record Type: Journal Article
• Authors: Gupta, Anshu; Aggarwal, Sugandha; Kaul, Arshia; Jha, P. C.
• Is Part Of: Journal of information & optimization sciences. Volume 37:Issue 5(2016)
• Page Start: 693
• Page End: 716
• Publication Date: 2016-09-02
• Subjects: Web advertising -- Optimization -- Banner advertising -- Pixel; Electronic data processing -- Periodicals; Information science -- Periodicals; Mathematical optimization -- Periodicals; 519.6
• DOI: 10.1080/02522667.2016.1191185
• Languages: English
• ISSNs: 0252-2667

Abstract

Abstract: The widespread usage of web applications has made it a popular medium of advertising, at the same time creating competition for advertising space. Web publishers seek to get maximum revenues utilising the advertisement space optimally. In this paper, a mathematical model is proposed to schedule the competing advertisements on multiple web banners with varying cost bids per pixel with a revenue maximization objective. A case study has been discussed to illustrate the application of the model and is solved using optimization software LINGO.