Optimization issues in web and mobile advertising : past and future trends / Subodha Kumar.
2016
HF5415.1265
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Online Access
Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Details
Title
Optimization issues in web and mobile advertising : past and future trends / Subodha Kumar.
Author
Kumar, Subodha, author.
ISBN
9783319186450 (electronic book)
3319186450 (electronic book)
9783319186443
3319186442
3319186450 (electronic book)
9783319186443
3319186442
Published
Cham : Springer, 2016.
Language
English
Description
1 online resource
Other Standard Identifiers
10.1007/978-3-319-18645-0 doi
Call Number
HF5415.1265
Dewey Decimal Classification
659.1/44
Summary
This book provides a comprehensive overview of optimization issues and models in web and mobile advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is provided with a basic overview of different optimization issues involved in web advertising. The earlier models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the advertisement scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure in these models were different from those in newspaper or television ads. As the web advertising evolved, the initial models were augmented by considering how the schedule of ads is changed based on individual user click behavior. Thus, these models considered personalization in web advertising. The book also presents methods to help solve these models. More recently, there has been tremendous growth in mobile advertising. This book also provides the details of business model in mobile advertising, and presents solutions for the optimization problem involved in mobile advertising. Additionally this book looks to key future trends in web and mobile advertising (such as Fading Ads) and the associat ed challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Source of Description
Online resource; title from PDF title page (viewed November 24, 2015).
Series
SpringerBriefs in operations management.
Available in Other Form
Optimization issues in web and mobile advertising.
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Online Access
Record Appears in
Online Resources > Ebooks
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Table of Contents
Evolution of Web Advertising
Pricing Models in Web Advertising
Scheduling Advertisements on a Web Page
Personalization of Web Advertising
Internet Advertising Firms
Mobile Advertising
Future Trends and Challenges in Web and Mobile Advertising.
Pricing Models in Web Advertising
Scheduling Advertisements on a Web Page
Personalization of Web Advertising
Internet Advertising Firms
Mobile Advertising
Future Trends and Challenges in Web and Mobile Advertising.