| 书目名称 | Optimization Issues in Web and Mobile Advertising |
| 副标题 | Past and Future Tren |
| 编辑 | Subodha Kumar |
| 视频video | |
| 概述 | Provides a comprehensive overview of optimization issues and models in web advertising.Outlines the key optimization problems in mobile advertising and presents the models to solve these problems.Disc |
| 丛书名称 | SpringerBriefs in Operations Management |
| 图书封面 |  |
| 描述 | .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 |
| 出版日期 | Book 2016 |
| 关键词 | Ad Exchange; Electronic Marketing; Mobile Advertising; Optimization; Pricing Models; Scheduling; Web Adver |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-319-18645-0 |
| isbn_softcover | 978-3-319-18644-3 |
| isbn_ebook | 978-3-319-18645-0Series ISSN 2365-8320 Series E-ISSN 2365-8339 |
| issn_series | 2365-8320 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl |
发表于 2025-3-21 16:08:09
