To show or not show: Using user profiling to manage internet advertisement campaigns at Chitika

Interfaces

Volumn 42, Issue 5, 2012, Pages 449-464

  Mookerjee, Radha ^a   Kumar, Subodha ^b   Mookerjee, Vijay S ^a  

^a UNIVERSITY OF TEXAS AT DALLAS   (United States)

^b TEXAS A AND M UNIVERSITY   (United States)

Author keywords

Click through rate; Internet advertising; Revenue optimization; Visitor profiling

Indexed keywords

EID: 84867806110     PISSN: 00922102     EISSN: 1526551X     Source Type: Journal    
DOI: 10.1287/inte.1120.0644     Document Type: Article

References (13)

1. Dawande M, Kumar S, Sriskandarajah C (2003) Performance bounds of algorithms for scheduling advertisements on a Web page. J. Scheduling 6(4):373-394.
2. eMarketer (2011) Online advertising market poised to grow 20% in 2011. Accessed October 6, 2011, http://www.emarketer.com/PressRelease.aspx?R=1008432.
3. Fenton B (2011) Online advertising retakes top slot. Accessed October 6, 2011, http://www.ft.com/intl/cms/s/0/330f645e-edda-11e0-a491-00144feab49a.html.
4. Hartl RF (1982) Optima1 control of non-linear advertising models with replenishable budget. Optimal Control Appl. Methods 3(1):53-65.
5. Hof R (2011a) Online ad spending jumps, led by video and Facebook. Accessed October 6, 2011, http://www.forbes.com/sites/roberthof/2011/07/05/ online-ad-spending-jumps-led-by-video-and-facebook/.
6. Hof R (2011b) Online ad spend to overtake TV by 2016. Accessed October 6, 2011, http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to- overtake-tv/.
7. Interactive Advertising Bureau (2011a) IAB Internet advertising revenue report. Accessed October 6, 2011, http://www.iab.net/media/file/IAB-Full-year- 2010-0413-Final.pdf.
8. Interactive Advertising Bureau (2011b) Internet ad revenues at nearly $15 billion in first-half 2011, up 23%, second quarter 2011 breaks record again. Accessed October 6, 2011, http://www.iab.net/about-the-iab/recent-press- releases/press-release-archive/press-release/pr-092811.
9. Joshi A, Bagherjeiran A, Ratnaparkhi A (2011) User demographic and behavioral targeting for content match advertising. Proc. Fifth Internat. Workshop Data Mining Audience Intelligence Advertising (ACM, New York), 53-60.
10. Kumar S, Dawande M, Mookerjee VS (2007) Optimal scheduling and placement of Internet banner advertisements. IEEE Trans. Knowledge Data Engrg. 19(11):1571-1584.
11. Kumar S, Jacob VS, Sriskandarajah C (2006) Scheduling advertisements on a Web page to maximize revenue. Eur. J. Oper. Res. 137(3):1067-1089.
12. Mangalampalli A, Ratnaparkhi A, Hatch AO, Bagherjeiran A, Parekh R, Pudi V (2011) A feature-pair-based associative classification approach to look-alike modeling for conversionoriented user-targeting in tail campaigns. Proc. 20th Internat. Conf. Companion World Wide Web, Hyderabad, India (ACM, New York), 85-86.
13. Monica PR (2005) Consumers keep on clicking: Stronger than expected 2Q results from Amazon is another good sign for e-commerce companies. Accessed June 20, 2012, http://money.cnn.com/2005/07/26/technology/amazon-analysis/index.htm.