Abstract
In this chapter, we present the problem of the mobile business unit of a web advertising firm, Chitika. In mobile advertising, the delivery of ads is achieved with the joint efforts of three distinct parties: the App aggregator (supply-side), the Ad aggregator (demand-side), and the Ad network (an intermediary between the supply and demand sides). We study a problem of optimal ad delivery from the perspective of the Ad network. An App aggregator generates a request that must be assigned to a particular Ad aggregator that provides an Ad for the request. Because of the presence of supply-side and demand-side constraints, a constrained allocation problem must be solved to maximize the profit earned by the Ad network. This problem is formulated and solved using a standard solver (CPLEX). The solution is examined to provide specific guidance to the Ad network to manage its supply and demand side contracts to increase profit.
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Kumar, S. (2016). Mobile Advertising. In: Optimization Issues in Web and Mobile Advertising. SpringerBriefs in Operations Management. Springer, Cham. https://doi.org/10.1007/978-3-319-18645-0_6
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DOI: https://doi.org/10.1007/978-3-319-18645-0_6
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