INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION

Jian Yang, Erik Vee, Sergei Vassilvitskii, John Tomlin, Jayavel Shanmugasundaram, Tasos Anastasakos, Oliver Kennedy

2012

Abstract

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.

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Paper Citation


in Harvard Style

Yang J., Vee E., Vassilvitskii S., Tomlin J., Shanmugasundaram J., Anastasakos T. and Kennedy O. (2012). INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION . In Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES, ISBN 978-989-8425-97-3, pages 293-304. DOI: 10.5220/0003752802930304


in Bibtex Style

@conference{icores12,
author={Jian Yang and Erik Vee and Sergei Vassilvitskii and John Tomlin and Jayavel Shanmugasundaram and Tasos Anastasakos and Oliver Kennedy},
title={INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION},
booktitle={Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,},
year={2012},
pages={293-304},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003752802930304},
isbn={978-989-8425-97-3},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,
TI - INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION
SN - 978-989-8425-97-3
AU - Yang J.
AU - Vee E.
AU - Vassilvitskii S.
AU - Tomlin J.
AU - Shanmugasundaram J.
AU - Anastasakos T.
AU - Kennedy O.
PY - 2012
SP - 293
EP - 304
DO - 10.5220/0003752802930304