Optimizing Performance-Based Internet Advertisement Campaigns

@article{Mookerjee2017OptimizingPI,
  title={Optimizing Performance-Based Internet Advertisement Campaigns},
  author={Radha V. Mookerjee and S. Kumar and V. Mookerjee},
  journal={Oper. Res.},
  year={2017},
  volume={65},
  pages={38-54}
}
  • 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
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