Abstract
The rapid growth and proliferation of internet based services has opened up new avenues of interactions and corresponding business models. Advertisements shown within websites form a major source of revenue for web publishers. Naturally, the proper planning and allocation of advertisement space in the webpages becomes a major factor in the profitability of the business model. This paper addresses the problem of determining efficient placement of advertisements on a two-dimensional web banner with the objective of maximizing revenue. An integer programming mathematical model is developed here to optimally place advertisements on a two-dimensional banner. The performance of the new formulation is compared with models existing in the recent literature. The proposed model is also validated with computational analysis to prove its efficacy.
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Kaul, A., Aggarwal, S., Gupta, A. et al. Optimal advertising on a two-dimensional web banner. Int J Syst Assur Eng Manag 9, 306–311 (2018). https://doi.org/10.1007/s13198-017-0590-z
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DOI: https://doi.org/10.1007/s13198-017-0590-z