To Show or Not Show: Using User Profiling to Manage Internet Advertisement Campaigns at Chitika

@article{Mookerjee2012ToSO,
  title={To Show or Not Show: Using User Profiling to Manage Internet Advertisement Campaigns at Chitika},
  author={Radha V. Mookerjee and S. Kumar and V. Mookerjee},
  journal={Interfaces},
  year={2012},
  volume={42},
  pages={449-464}
}
We study the problem of an Internet advertising firm that wishes to maximize advertisement (ad) revenue, subject to click-through rate restrictions imposed by the publisher who controls the website on which the ads are displayed. The problem is directly motivated by Chitika, an Internet advertising firm that operates in the Boston area. Chitika contracts with publishers to place relevant ads over a specified period, usually one month, on publisher websites. We develop a predictive model of a… Expand
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