Optimization Issues in Web and Mobile Advertising

Past and Future Trends

  • Subodha¬†Kumar

Part of the SpringerBriefs in Operations Management book series (BRIEFSOPERMAN)

Table of contents

  1. Front Matter
    Pages i-x
  2. Subodha Kumar
    Pages 1-7
  3. Subodha Kumar
    Pages 9-13
  4. Subodha Kumar
    Pages 15-28
  5. Subodha Kumar
    Pages 29-39
  6. Subodha Kumar
    Pages 41-54
  7. Subodha Kumar
    Pages 55-63
  8. Back Matter
    Pages 69-70

About this book


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 the details of business model in mobile advertising, and presents solutions for the optimization problem involved in mobile advertising. Additionally this book looks to key future trends in web and mobile advertising (such as Fading Ads) and the associat

ed challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.


Ad Exchange Electronic Marketing Mobile Advertising Optimization Pricing Models Scheduling Web Advertising

Authors and affiliations

  • Subodha¬†Kumar
    • 1
  1. 1.Information & Operations ManagementTexas A&M UniversityCollege StationUSA

Bibliographic information

  • DOI
  • Copyright Information The Authors 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-18644-3
  • Online ISBN 978-3-319-18645-0
  • Series Print ISSN 2365-8320
  • Series Online ISSN 2365-8339
  • Buy this book on publisher's site
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