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Electronic Commerce Research

, Volume 5, Issue 1, pp 75–98 | Cite as

Improvements to the Linear Programming Based Scheduling of Web Advertisements

  • Atsuyoshi Nakamura
  • Naoki Abe
Article

Abstract

We propose and evaluate a number of improvements to the linear programming formulation of web advertisement scheduling, which we have proposed elsewhere together with our colleagues [Langheinrich et al., 9]. In particular, we address a couple of important technical challenges having to do with the estimation of click-through rates and optimization of display probabilities (the exploration–exploitation trade-off and the issue of data sparseness and scalability), as well as practical aspects that are essential for successful deployment of this approach (the issues of multi-impressions and inventory management). We propose solutions to each of these issues, and assess their effectiveness by running large-scale simulation experiments.

banner advertisement scheduling linear programming exploration–exploitation trade-off inventory management 

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Copyright information

© Springer Science + Business Media, Inc. 2005

Authors and Affiliations

  • Atsuyoshi Nakamura
    • 1
  • Naoki Abe
    • 2
  1. 1.Division of Systems and Information Engineering, Graduate School of EngineeringHokkaido UniversitySapporoJapan
  2. 2.IBM Thomas J. Watson Research CenterYorktown HeightsUSA

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