Optimal advertising on a two-dimensional web banner

Arshia Kaul (), Sugandha Aggarwal, Anshu Gupta, Niraj Dayama, Mohan Krishnamoorthy and P. C. Jha
Additional contact information
Arshia Kaul: University of Delhi
Sugandha Aggarwal: Amity University
Anshu Gupta: Ambedkar University Delhi (AUD)
Niraj Dayama: Monash University
Mohan Krishnamoorthy: Monash University
P. C. Jha: University of Delhi

International Journal of System Assurance Engineering and Management, 2018, vol. 9, issue 1, No 30, 306-311

Abstract: Abstract The rapid growth and proliferation of internet based services has opened up new avenues of interactions and corresponding business models. Advertisements shown within websites form a major source of revenue for web publishers. Naturally, the proper planning and allocation of advertisement space in the webpages becomes a major factor in the profitability of the business model. This paper addresses the problem of determining efficient placement of advertisements on a two-dimensional web banner with the objective of maximizing revenue. An integer programming mathematical model is developed here to optimally place advertisements on a two-dimensional banner. The performance of the new formulation is compared with models existing in the recent literature. The proposed model is also validated with computational analysis to prove its efficacy.

Keywords: Web advertising; Two-dimensional pixelated banner; Optimisation; Integer programming (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s13198-017-0590-z

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