Scheduling online advertisements to maximize revenue under variable display frequency

Jason Deane and Anurag Agarwal

Omega, 2012, vol. 40, issue 5, 562-570

Abstract: The online advertising industry realized annual revenues estimated at over $26 billion, in the United States alone, in 2010. Banner advertising accounts for an estimated 23% of all online advertising revenues. Publishers of banner advertisements face a scheduling optimization problem on a daily basis. Several papers in the literature have proposed mathematical models and solution approaches to address a publisher's banner advertisement scheduling problem and the problem has been shown to be NP-hard. In this paper we propose a new model variation for the problem, which incorporates variable display frequencies. We find that the variable-display frequency model provides significantly improved space utilization relative to the fixed-display frequency model and consequently higher revenues for the publishers.

Keywords: Scheduling; Optimization; Combinatorial Analysis (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (9)

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DOI: 10.1016/j.omega.2011.11.001

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