Supernetwork model for resource allocation of network-advertisement based on variational inequality

A supernetwork model for resource allocation of network-advertisement(NetAd) which consisted of firms and website was presented to optimize resource allocation of network-advertisement and improve its effect.This model involved not only click-through and conversions but also weighted value with impression probability to revise the exposures.The optimality conditions are derived and the governing equilibrium conditions of models are shown to satisfy finite-dimensional variational inequalities.An algorithm for a variational inequality that exploits the network structure of the advertising resource allocation problems was proposed.Numerical simulation results show that the equilibrium solutions of the models are obtained within certain error.