Skip to main content
SpringerLink
Log in

Single Pattern Generating Heuristics for Pixel Advertisements

  • Conference paper
Web Information Systems Engineering - WISE 2009 (WISE 2009)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 5802))

Included in the following conference series:

Abstract

Pixel advertisement represents the presentation of small advertisements on a banner. With the Web becoming more important for marketing purposes, pixel advertisement is an interesting development. In this paper, we present a comparison of three heuristic algorithms for generating allocation patterns for pixel advertisements. The algorithms used are the orthogonal algorithm, the left justified algorithm, and the GRASP constructive algorithm. We present the results of an extensive simulation in which we have experimented with the sorting of advertisements and different banner and advertisement sizes. The purpose is to find a pattern generating algorithm that maximizes the revenue of the allocated pixel advertisements on a banner. Results show that the best algorithm for our goal is the orthogonal algorithm. We also present a Web application in which the most suitable algorithm is implemented. This Web application returns an allocation pattern for a set of advertisements provided by the user.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Interactive Advertising Bureau: Internet Advertising Revenue Report (2008), http://www.iab.net/insights/_research/530422/adrevenuereport

  2. Tew, A.: Million Dollar Homepage, http://www.milliondollarhomepage.com/

  3. Wojciechowski, A.: An Improved Web System for Pixel Advertising. In: Bauknecht, K., Pröll, B., Werthner, H. (eds.) EC-Web 2006. LNCS, vol. 4082, pp. 232–241. Springer, Heidelberg (2006)

    Chapter  Google Scholar 

  4. Wojciechowski, A., Kapral, D.: Allocation of Multiple Advertisement on Limited Space: Heuristic Approach. In: Mauthe, A., Zeadally, S., Cerqueira, E., Curado, M. (eds.) FMN 2009. LNCS, vol. 5630, pp. 230–235. Springer, Heidelberg (2009)

    Google Scholar 

  5. Wäscher, G., Haußner, H., Schumann, H.: An Improved Typology of Cutting and Packing Problems. European Journal of Operational Research 183(3), 1109–1130 (2007)

    Article  MATH  Google Scholar 

  6. Garey, M.R., Johnson, D.S.: Computers and Intractability; A Guide to the Theory of NP-Completeness. W. H. Freeman & Co., New York (1990)

    Google Scholar 

  7. Adler, M., Gibbons, P.B., Matias, Y.: Scheduling Space-Sharing for Internet Advertising. Journal of Scheduling 5(2), 103–119 (2002)

    Article  MATH  MathSciNet  Google Scholar 

  8. Dawande, M., Kumar, S., Sriskandarajah, C.: Performance Bounds of Algorithms for Scheduling Advertisements on a Web Page. Journal of Scheduling 6(4), 373–394 (2003)

    Article  MATH  MathSciNet  Google Scholar 

  9. Freund, A., Naor, J.S.: Approximating the Advertisement Placement Problem. Journal of Scheduling 7(5), 365–374 (2004)

    Article  MATH  MathSciNet  Google Scholar 

  10. Dawande, M., Kumar, S., Sriskandarajah, C.: Scheduling Web Advertisements: A Note on the Minspace Problem. Journal of Scheduling 8(1), 97–106 (2005)

    Article  MATH  MathSciNet  Google Scholar 

  11. Amiri, A., Menon, S.: Efficient Scheduling of Internet Banner Advertisements. ACM Transactions on Internet Technology 3(4), 334–346 (2003)

    Article  Google Scholar 

  12. Menon, S., Amiri, A.: Scheduling Banner Advertisements on the Web. INFORMS Journal on Computing 16(1), 95–105 (2004)

    Article  Google Scholar 

  13. Kumar, S., Jacob, V.S., Sriskandarajah, C.: Scheduling Advertisements on a Web Page to Maximize Revenue. European Journal of Operational Research 173(3), 1067–1089 (2006)

    Article  MATH  Google Scholar 

  14. Interactive Advertising Bureau: Ad Unit Guidelines, http://www.iab.net/iab/_products/_and/_industry/_services/1421/1443/1452

  15. Alvarez-Valdes, R., Parreño, F., Tamarit, J.M.: A GRASP Algorithm for Constrained Two-Dimensional Non-Guillotine Cutting Problems. The Journal of the Operational Research Society 56(4), 414–425 (2005)

    Article  MATH  Google Scholar 

  16. Outing, S., Ruel, L.: The Best of Eyetrack III: What We Saw When We Looked Through Their Eyes. Poynter Institute, http://poynterextra.org/eyetrack2004/main.htm

Download references

Author information

Authors and Affiliations

  1. Econometric Institute, Erasmus University Rotterdam, PO Box 1738, NL-3000, Rotterdam, the Netherlands

    Alex Knoops, Victor Boskamp & Flavius Frasincar

  2. Institute of Computing Science, Poznan University of Technology, ul. Piotrowo 2, 60-965, Poznan, Poland

    Adam Wojciechowski

Authors
  1. Alex Knoops
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Victor Boskamp
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Adam Wojciechowski
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Flavius Frasincar
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. European Research Center for Information Systems, University of Münster,, Leonardo Campus 3, 48149, Münster, Germany

    Gottfried Vossen

  2. Dept. of Computer Science, School of Engineering, University of California, 95064, Santa Cruz, CA, USA

    Darrell D. E. Long

  3. Dept. of Systems Engineering and Engineering Management, The Chinese University of Hong Kong, William M. W. Mong Engineering Building, Shatin, N. T.,, Hong Kong, China

    Jeffrey Xu Yu

Rights and permissions

Reprints and permissions

Copyright information

© 2009 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Knoops, A., Boskamp, V., Wojciechowski, A., Frasincar, F. (2009). Single Pattern Generating Heuristics for Pixel Advertisements. In: Vossen, G., Long, D.D.E., Yu, J.X. (eds) Web Information Systems Engineering - WISE 2009. WISE 2009. Lecture Notes in Computer Science, vol 5802. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04409-0_41

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-04409-0_41

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-04408-3

  • Online ISBN: 978-3-642-04409-0

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation