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Scheduling advertisements on a web page to maximize revenue [An article from: European Journal of Operational Research] | ![Scheduling advertisements on a web page to maximize revenue [An article from: European Journal of Operational Research]](http://ecx.images-amazon.com/images/I/51G4P0G7AGL._SL500_.jpg)
| Authors: S. Kumar, V.s. Jacob, C. Sriskandarajah
Publisher: Elsevier
Category: Book
Buy New: $7.95
Sales Rank: 3214044
Format: Html
Media: Digital
Pages: 22
ASIN: B000P6NRZO
Publication Date: September 16, 2006
Availability: Available for download now
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Product Description
This digital document is a journal article from European Journal of Operational Research, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
Many web sites (e.g. Hotmail, Yahoo) provide free services to the users while generating revenues from advertising. Advertising revenue is, therefore, critical for these sites. This in turn raises the question, how should advertisements at a web site be scheduled in a planning horizon to maximize revenue. Advertisements on the web are specified by geometry and display frequency and both of these factors need to be considered in developing a solution to the advertisement scheduling problem. Since this problem belongs to the class of NP-hard problems, we first develop a heuristic called LSMF to solve the problem. This heuristic is then combined with a genetic algorithm (GA) to develop a hybrid GA. The hybrid GA solution is first compared with the upper bound obtained by running CPLEX for the integer programming formulation of the problem. It is then also compared with an existing algorithm proposed in the literature. Our computational results show that the hybrid GA performs exceptionally well in the sense that it provides optimal or near optimal solution for a wide range of problem instances of realistic sizes and the improvements over existing algorithm are substantial. Finally we present a case study to illustrate how revenue could be significantly increased with a small improvement in the advertisement schedule. It is the first such study in this setup.
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