Optimizing Performance-Based Internet Advertisement Campaigns

  title={Optimizing Performance-Based Internet Advertisement Campaigns},
  author={Radha V. Mookerjee and S. Kumar and V. Mookerjee},
  journal={Oper. Res.},
  • Radha V. Mookerjee, S. Kumar, V. Mookerjee
  • Published 2017
  • Computer Science
  • Oper. Res.
  • This study provides an approach to manage an ongoing Internet ad campaign that substantially improves the number of clicks and the revenue earned from clicks. The problem we study is faced by an Internet advertising firm (Chitika) that operates in the Boston area. Chitika contracts with publishers to place relevant advertisements (ads) over a specified period on publisher websites. Ad revenue accrues to the firm and the publisher only if a visitor clicks on an ad (i.e., we are considering the… CONTINUE READING
    13 Citations

    Figures, Tables, and Topics from this paper

    Internet Advertising Firms
    Planning Online Advertising Using Gini Indices
    • Highly Influenced
    • PDF
    Dynamic Budget Allocation in Competitive Search Advertising
    • 3
    Lookahead Approximations for Online Learning with Nonlinear Parametric Belief Models
    • Highly Influenced
    • PDF
    Constrained Thompson Sampling for Wireless Link Optimization
    • 5
    • PDF


    To Show or Not Show: Using User Profiling to Manage Internet Advertisement Campaigns at Chitika
    • 15
    • PDF
    Optimal Scheduling and Placement of Internet Banner Advertisements
    • 55
    Modeling the Clickstream: Implications for Web-Based Advertising Efforts
    • 481
    • PDF
    Yield optimization of display advertising with ad exchange
    • 64
    • PDF
    Repeated Auctions with Budgets in Ad Exchanges: Approximations and Design
    • 98
    • PDF
    The Online Advertising Industry: Economics, Evolution, and Privacy
    • 324
    Scheduling advertisements on a web page to maximize revenue
    • 86
    Adaptive bidding for display advertising
    • 64
    • Highly Influential
    • PDF