TY - GEN
T1 - Inventory allocation for online graphical display advertising using multi-objective optimization
AU - Yang, Jian
AU - Vee, Erik
AU - Vassilvitskii, Sergei
AU - Tomlin, John
AU - Shanmugasundaram, Jayavel
AU - Anastasakos, Tasos
AU - Kennedy, Oliver
PY - 2012
Y1 - 2012
N2 - We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements. The model considers two types of campaigns: guaranteed delivery (GD), which are sold months in advance, and non-guaranteed delivery (NGD), which are sold using real-time auctions. We investigate various advertiser and publisher objectives such as (a) revenue from the sale of user visits, clicks and conversions, (b) future revenue from the sale of NGD inventory, and (c) "fairness" of allocation. While the first two objectives are monetary, the third is not. This combination of demand types and objectives leads to potentially many variations of our model, which we delineate and evaluate. Our experimental results, which are based on optimization runs using real data sets, demonstrate the effectiveness and flexibility of the proposed model.
AB - We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements. The model considers two types of campaigns: guaranteed delivery (GD), which are sold months in advance, and non-guaranteed delivery (NGD), which are sold using real-time auctions. We investigate various advertiser and publisher objectives such as (a) revenue from the sale of user visits, clicks and conversions, (b) future revenue from the sale of NGD inventory, and (c) "fairness" of allocation. While the first two objectives are monetary, the third is not. This combination of demand types and objectives leads to potentially many variations of our model, which we delineate and evaluate. Our experimental results, which are based on optimization runs using real data sets, demonstrate the effectiveness and flexibility of the proposed model.
KW - Advertising
KW - Inventory allocation
KW - Multi-objective optimization
UR - https://www.scopus.com/pages/publications/84861996530
M3 - Conference contribution
AN - SCOPUS:84861996530
SN - 9789898425973
T3 - ICORES 2012 - Proceedings of the 1st International Conference on Operations Research and Enterprise Systems
SP - 293
EP - 304
BT - ICORES 2012 - Proceedings of the 1st International Conference on Operations Research and Enterprise Systems
T2 - 1st International Conference on Operations Research and Enterprise Systems, ICORES 2012
Y2 - 4 February 2012 through 6 February 2012
ER -