Optimizing direct response in Internet display advertising

Electronic Commerce Research and Applications

Volumn 11, Issue 3, 2012, Pages 229-240

  Aksakalli, Vural ^a  

^a ISTANBUL SEHIR UNIVERSITY   (Turkey)

Author keywords

Direct response marketing; Internet display advertising; Mixed integer programming; Negative binomial distribution; Separable programming

Indexed keywords

ADVERTISING REVENUES; COMPUTATIONAL EXPERIMENT; DIRECT RESPONSE; EXECUTION TIME; GLOBAL INDUSTRY; MIXED INTEGER PROGRAMMING; MIXED-INTEGER PROGRAMS; NEGATIVE BINOMIAL DISTRIBUTION; OPTIMIZATION MODELS; PIECEWISE LINEAR APPROXIMATIONS; REVENUE FUNCTION; REVENUE MAXIMIZATION PROBLEM; SALES REVENUE; TARGET AUDIENCE;

COMMERCE; INTEGER PROGRAMMING; INTERNET; OPTIMIZATION; PIECEWISE LINEAR TECHNIQUES;

MARKETING;

EID: 84862882122     PISSN: 15674223     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.elerap.2011.11.002     Document Type: Article

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