Single-Period Balancing of Pay-per-Click and Pay-per-View Online Display Advertisements
Document Type
Article
Publication Date
5-2011
Keywords
online advertising, display advertisements, cost-per-impression, cost-per-click, click-through-rate, web publisher
Digital Object Identifier (DOI)
https://doi.org/10.1057%2Frpm.2009.43
Abstract
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.
Was this content written or created while at USF?
No
Citation / Publisher Attribution
Journal of Revenue and Pricing Management, v. 10, issue 3, p. 261-270
Scholar Commons Citation
Kwon, Changhyun, "Single-Period Balancing of Pay-per-Click and Pay-per-View Online Display Advertisements" (2011). Industrial and Management Systems Engineering Faculty Publications. 20.
https://digitalcommons.usf.edu/egs_facpub/20
