Coverart for item
The Resource Optimization Issues in Web and Mobile Advertising : Past and Future Trends

Optimization Issues in Web and Mobile Advertising : Past and Future Trends

Label
Optimization Issues in Web and Mobile Advertising : Past and Future Trends
Title
Optimization Issues in Web and Mobile Advertising
Title remainder
Past and Future Trends
Creator
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
SpringerBriefs in Operations Management
Optimization Issues in Web and Mobile Advertising : Past and Future Trends
Label
Optimization Issues in Web and Mobile Advertising : Past and Future Trends
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4092953
Publication
Copyright
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Related Items
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Preface -- Contents -- 1 Evolution of Web Advertising -- 1.1 History of Web Advertising -- 1.1.1 Early Phases of Web Advertising -- 1.1.2 Targeting Phase of Web Advertising -- 1.1.3 Growth of Web Advertising in the Twenty-First Century -- 1.2 Types of Web Ads -- 1.3 Differences Between Web Advertising and Offline Advertising -- References -- 2 Pricing Models in Web Advertising -- 2.1 Traditional Exposure-Based Pricing Models -- 2.2 Performance-Based Pricing Models -- 2.2.1 Cost-Per-Click Pricing Model -- 2.2.2 Cost-Per-Action Pricing Model -- 2.2.3 Outcome-Based Pricing Model -- 2.3 Hybrid Pricing Models -- References -- 3 Scheduling Advertisements on a Web Page -- 3.1 Introduction -- 3.2 Problem Description -- 3.3 Earlier Results for Special Cases of the Problem -- 3.4 MINSPACE Problem: Formulation and Complexity -- 3.4.1 Approximation Results for the MINSPACE Problem -- 3.4.1.1 A Linear Programming Relaxation Based 2-Approximation Algorithm -- 3.4.1.2 An Improved Approximation Algorithm -- 3.4.1.3 Constant Factor Approximation Algorithms -- 3.4.2 Special Cases -- 3.5 The MAXSPACE Problem -- 3.5.1 Approximation Results for the MAXSPACE Problem -- 3.5.2 Hybrid Genetic Algorithm -- 3.5.3 Special Cases -- 3.6 Computational Experience -- References -- 4 Personalization of Web Advertising -- 4.1 Introduction -- 4.2 Problem Statement, Assumptions, and Approach -- 4.2.1 Problem Statement and Assumptions -- 4.2.2 Approach -- 4.3 Formulating the Static Version -- 4.3.1 A Successive Slot Knapsack (SSK) Heuristic -- 4.4 Computational Experience: Static Version -- 4.5 A Dynamic Version -- 4.5.1 Generation of Hypotheses and Statistical Validation -- 4.5.2 A Myopic SSK Heuristic for the Dynamic Version -- 4.6 Discussions and Recommendations -- References -- 5 Internet Advertising Firms -- 5.1 Introduction -- 5.2 Overview of Solution -- 5.3 Model and Solution
  • 5.3.1 Description of the Data Analytic Model -- 5.3.1.1 Predicting the Probability of a Click -- 5.3.1.2 The Click-Probability Distribution -- 5.3.2 Description of the Decision Analytic Model -- 5.4 Impact of Inaccurate Problem Parameters -- 5.5 Experimental Results -- 5.5.1 Choice of Update Frequency -- 5.5.2 Final Recommendations -- References -- 6 Mobile Advertising -- 6.1 Introduction -- 6.2 Optimization Model -- 6.2.1 Notations -- 6.2.2 Formulation -- 6.2.3 Special Case 1 -- 6.2.4 Special Case 2 -- 6.3 Comparison with the Existing Practice at Chitika -- References -- 7 Future Trends and Challenges in Web and Mobile Advertising -- 7.1 Inclusion of Advertiser Constraints in the Problem of Ad-Firm -- 7.2 Real-Time Media Buying -- 7.3 Fading Ads -- References -- Index
http://library.link/vocab/cover_art
https://contentcafe2.btol.com/ContentCafe/Jacket.aspx?Return=1&Type=S&Value=9783319186450&userID=ebsco-test&password=ebsco-test
Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4384166'}
Extent
1 online resource (76 pages)
Form of item
online
Isbn
9783319186450
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

Library Locations

    • Folsom LibraryBorrow it
      110 8th St, Troy, NY, 12180, US
      42.729766 -73.682577
Processing Feedback ...