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


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.

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Correspondence to Changhyun Kwon.

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Kwon, C. Single-period balancing of pay-per-click and pay-per-view online display advertisements. J Revenue Pricing Manag 10, 261–270 (2011).

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