Journal of Revenue and Pricing Management

, Volume 10, Issue 3, pp 261–270 | Cite as

Single-period balancing of pay-per-click and pay-per-view online display advertisements

  • Changhyun Kwon
Research Article


In this article, we study a balancing problem of web publishers for pay-per-view and pay-per-click contracts for online display advertising. Considering the details of contracts, we refine prior research results on the recommendation of optimal strategies. We examine the problem by formalizing a simple stochastic optimization problem for a single period of advertising contracts. We investigate how pricing and other contract components will affect the optimal display strategies analytically and numerically.


online advertising display advertisements cost-per-impression cost-per-click click-through-rate web publisher 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2009

Authors and Affiliations

  1. 1.Department of Industrial and Systems EngineeringUniversity of BuffaloNew YorkUSA

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