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

Journal of Revenue and Pricing Management

Volumn 10, Issue 3, 2011, Pages 261-270

  Kwon, Changhyun ^a  

^a State University of New York   (United States)

Author keywords

clickthrough rate; cost per click; cost per impression; display advertisements; online advertising; web publisher

Indexed keywords

EID: 79955817879     PISSN: 14766930     EISSN: 1477657X     Source Type: Journal    
DOI: 10.1057/rpm.2009.43     Document Type: Article

References (12)

1. Bazaraa, M. S., Sherali, H. D. and Shetty, C. M. (2006) Nonlinear Programming: Theory and Algorithms, 3rd edn. Hoboken, New Jersey:Wiley- Interscience.
2. Birge, J. and Louveaux, F. (1997) Introduction to Stochastic Programming. New York: Springer.
3. Fjell, K. (2009) Online advertising: Pay-per-view versus payper- click - A comment. Journal of Revenue and Pricing Management 8: 200-206.
4. Fridgeirsdottir, K. and Najafi-Asadolahi, S. (2009a) Revenue Management for Online Advertising Using Advertising Networks. Working Paper.
5. Fridgeirsdottir, K. and Najafi-Asadolahi, S. (2009b) The Optimal Pay-per-click Pricing of Display Advertising in Advertising Networks: A Queuing Systems Approach. Working Paper.
6. Geraghty, K. (2008) Revenue management & digital marketing. Analytics Winter: 8-13.
7. Interactive Advertising Bureau. (2009) IAB internet advertising revenue report: 2008 full year results, http://www.iab.net/ media/file/IAB-PwC-2008- full-year.pdf.
8. Kumar, S. and Sethi, S. (2009) Dynamic pricing and advertising for web content providers. European Journal of Operational Research 197(3): 924-944.
9. Mangani, A. (2004) Online advertising: Pay-per-view versus pay-per-click. Journal of Revenue and Pricing Management 2(4): 295-302.
10. Porteus, E. (2002) Foundations of Stochastic Inventory Theory. Stanford, California: Stanford University Press.
11. Roles, G. and Fridgeirsdottir, K. (2009) Dynamic revenue management for online display advertising. Journal of Revenue and Pricing Management 8: 452-466.
12. Stoer, J. and Bulirsch, R. (2002) Introduction to Numerical Analysis. New York: Springer-Verlag.