A Goal Programming Model for Selection and Scheduling of Advertisements on Online News Media

Digital revolution has resulted in a paradigm shift in the field of marketing with online advertising becoming increasingly popular as it offers the reach, range, scale and interactivity to organizations to influence their target customers. Moreover, web advertisement is the primary revenue stream for several websites that provide free services to internet users. The website management team needs to do a lot of planning and optimally schedule various advertisements (ads) to maximize revenue, taking care of advertisers’ needs under system constraints. In this paper, we have considered the case of news websites that provide news to its viewers for free with ads as the primary source of their revenue. The considered news website consists of many webpages with different banners for advertisement. Each banner consists of different number of partitions and cost per partition varies for different rectangular banners. Many ads compete with each other for their placement on a webpage on a specific banner, based on partition requirement, at specific time interval(s). Here, we have formulated a mixed integer 0–1 linear programming advertisement scheduling problem to maximize the revenue over planning horizon divided into time intervals under various system and technical constraints. A case is presented to show the applicability of the model. Branch and bound integer programming and goal programming techniques have been used to solve the formulated problem.

[1]  Flavius Frasincar,et al.  Maximizing revenue with allocation of multiple advertisements on a Web banner , 2011, Comput. Oper. Res..

[2]  Jason K. Deane,et al.  Scheduling online advertisements to maximize revenue under variable display frequency , 2012 .

[3]  Joseph Naor,et al.  Approximating the Advertisement Placement Problem , 2002, J. Sched..

[4]  Ronald J. Faber,et al.  Advertising and the Consumer Information Environment Online , 2004 .

[5]  Pradeep K. Chintagunta,et al.  The Effect of Banner Advertising on Internet Purchasing , 2006 .

[6]  G. Roels,et al.  Dynamic revenue management for online display advertising , 2009 .

[7]  R. S. Laundy,et al.  Multiple Criteria Optimisation: Theory, Computation and Application , 1989 .

[8]  TAO HUANG,et al.  Efficient Approach for Web Services Selection with Multi-QOS Constraints , 2008, Int. J. Cooperative Inf. Syst..

[9]  Susanne Albers,et al.  New Online Algorithms for Story Scheduling in Web Advertising , 2013, ICALP.

[10]  Hongwei Chris Yang,et al.  Bon Appétit for Apps: Young American Consumers' Acceptance of Mobile Applications , 2013, J. Comput. Inf. Syst..

[11]  Michael K. McCandless,et al.  Internet Services: Web Advertising , 1998, IEEE Intell. Syst..

[12]  Vinita Srivastava,et al.  A Study on the Effectiveness of Internet Advertisements , 2012 .

[13]  Ronald R. Yager,et al.  Intelligent agents for World Wide Web advertising decisions , 1997, Int. J. Intell. Syst..

[14]  Neil H. Borden,et al.  The Concept of the Marketing Mix , 1964 .

[15]  Milind Dawande,et al.  Scheduling Web Advertisements: A Note on the Minspace Problem , 2005, J. Sched..

[16]  Prerna Manik,et al.  Multi Stage Promotional Resource Allocation for Segment Specific and Spectrum Effect of Promotion for a Product Incorporating Repeat Purchase Behavior , 2015, IGTR.

[17]  Ali Amiri,et al.  Scheduling web banner advertisements with multiple display frequencies , 2006, IEEE Transactions on Systems, Man, and Cybernetics - Part A: Systems and Humans.

[18]  Suresh P. Sethi,et al.  Dynamic Pricing and Advertising for Web Content Providers , 2007, Eur. J. Oper. Res..

[19]  Goutam Dutta,et al.  Multi-period revenue management model for internet advertising , 2010, Journal of Revenue and Pricing Management.

[20]  Milind Dawande,et al.  Performance Bounds of Algorithms for Scheduling Advertisements on a Web Page , 2003, J. Sched..

[21]  Jason Deane.  Hybrid genetic algorithm and augmented neural network application for solving the online advertisement scheduling problem with contextual targeting , 2012, Expert Syst. Appl..

[22]  Maciej Drozdowski,et al.  Optimization of column width in website layout for advertisement fit , 2013, Eur. J. Oper. Res..

[23]  Chelliah Sriskandarajah,et al.  Scheduling advertisements on a web page to maximize revenue , 2006, Eur. J. Oper. Res..

[24]  Donna L. Hoffman,et al.  New metrics for new media: toward the development of Web measurement standards , 1997, World Wide Web J..

[25]  Yossi Matias,et al.  Scheduling space-sharing for internet advertising , 2002, Journal of Scheduling.

[26]  Philip S. Yu,et al.  A Framework for the Optimizing of WWW Advertising , 1998, Trends in Distributed Systems for Electronic Commerce.

[27]  Milind Dawande,et al.  Optimal Scheduling and Placement of Internet Banner Advertisements , 2007, IEEE Transactions on Knowledge and Data Engineering.

[28]  Vural Aksakalli,et al.  Optimizing direct response in Internet display advertising , 2012, Electron. Commer. Res. Appl..

[29]  Ali Amiri,et al.  Scheduling Banner Advertisements on the Web , 2004, INFORMS J. Comput..

[30]  P. C. Jha,et al.  A Goal Programming Model for Advertisement Selection on Online News Media , 2012, SocProS.

[31]  Anirban Dasgupta,et al.  Online story scheduling in web advertising , 2009, SODA.

[32]  P. Chatterjee,et al.  Modeling the Clickstream: Implications for Web-Based Advertising Efforts , 2003 .