In this paper, we study a balancing problem of web publishers for pay-per-view and pay-per-click contracts for online display advertising. Considering details of contracts, we refine prior research results on the recommendation of optimal strategies. We examine the problem by formalizing a simple stochastic optimization problem for a single period of advertising contracts. We investigate how pr...

Online allocation problems have been widely studied due to their numerous practical applications (particularly to Internet advertising), as well as considerable theoretical interest. The main challenge in such problems is making assignment decisions in the face of uncertainty about future input; effective algorithms need to predict which constraints are most likely to bind, and learn the balanc...

Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize a speci€c goal such as maximizing the revenue led by ad placements, advertisers not only need to estimate the relevance between the ads and user’s interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bid...

Creating and monitoring competitive and cost-effective pay-per-click advertisement campaigns through the web-search channel is a resource demanding task in terms of expertise and effort. Assisting or even automating the work of an advertising specialist will have an unrivaled commercial value. In this paper we propose a methodology, an architecture, and a fully functional framework for semiand ...

The two leading online consumer-to-consumer platforms use very different revenue models: eBay.com in the United States uses a brokerage model in which sellers pay eBay on a transaction basis, whereas Taobao.com in China uses an advertising model in which sellers can use the basic platform service for free and pay Taobao for advertising services to increase their exposure. This paper studies how...

We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 percent less likely to say ...

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend ...

in today's communities achieving to effectiveness of urban advertising is one of troubles of advertisement industry. this research is trying to answer this question that using three-dimensional design in urban advertising has what place in urban field? this query has been conducted in the method of iconological analysis on chosen urban advertising works of last 15 years in the world with t...

today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / medi...

We study the relationship between the pricing and advertising decisions in a channel where a national brand is competing with a private label. We consider a differential game that incorporates the carryover effects of brand advertising over time for both the manufacturer and the retailer and we account for the complementary and competitive roles of advertising. Analysis of the obtained equilibr...