Inventory Allocation for Online Graphical Display Advertising

@article{Yang2010InventoryAF,
  title={Inventory Allocation for Online Graphical Display Advertising},
  author={Jian Yang and Erik Vee and Sergei Vassilvitskii and John Tomlin and Jayavel Shanmugasundaram and Tasos Anastasakos and Oliver Kennedy},
  journal={CoRR},
  year={2010},
  volume={abs/1008.3551}
}
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… CONTINUE READING
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