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000939532 0247_ $$a10.1007/978-3-319-18645-0$$2doi
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000939532 1001_ $$aKumar, Subodha,$$eauthor.
000939532 24510 $$aOptimization issues in web and mobile advertising :$$bpast and future trends /$$cSubodha Kumar.
000939532 264_1 $$aCham :$$bSpringer,$$c2016.
000939532 300__ $$a1 online resource
000939532 336__ $$atext$$btxt$$2rdacontent
000939532 337__ $$acomputer$$bc$$2rdamedia
000939532 338__ $$aonline resource$$bcr$$2rdacarrier
000939532 347__ $$atext file$$bPDF$$2rda
000939532 4901_ $$aSpringerBriefs in operations management
000939532 504__ $$aIncludes bibliographical references and index.
000939532 5050_ $$aEvolution 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.
000939532 506__ $$aAccess limited to authorized users.
000939532 520__ $$aThis 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.
000939532 588__ $$aOnline resource; title from PDF title page (viewed November 24, 2015).
000939532 650_0 $$aInternet marketing.
000939532 650_0 $$aInternet advertising.
000939532 650_0 $$aElectronic commerce.
000939532 77608 $$iPrint version:$$aKumar, Subodha.$$tOptimization issues in web and mobile advertising.$$dCham : Springer, 2016$$z3319186442$$z9783319186443$$w(OCoLC)906657185
000939532 830_0 $$aSpringerBriefs in operations management.
000939532 852__ $$bebk
000939532 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-18645-0$$zOnline Access$$91397441.1
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000939532 980__ $$aBIB
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000939532 983__ $$aOnline
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