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Authors: Jian Yang 1 ; Erik Vee 1 ; Sergei Vassilvitskii 1 ; John Tomlin 2 ; Jayavel Shanmugasundaram 3 ; Tasos Anastasakos 1 and Oliver Kennedy 4

Affiliations: 1 Yahoo! Labs, United States ; 2 Yahoo! Labs and Marketshare LLC, United States ; 3 Yahoo! Labs and Google, United States ; 4 Cornell University and EPFL, United States

ISBN: 978-989-8425-97-3

Keyword(s): Advertising, Inventory allocation, Multi-objective optimization.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Knowledge Discovery and Information Retrieval ; Knowledge-Based Systems ; Methodologies and Technologies ; Operational Research ; Optimization ; Resource Allocation ; Symbolic Systems

Abstract: We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements. The model considers two types of campaigns: guaranteed delivery (GD), which are sold months in advance, and non-guaranteed delivery (NGD), which are sold using real-time auctions. We investigate various advertiser and publisher objectives such as (a) revenue from the sale of user visits, clicks and conversions, (b) future revenue from the sale of NGD inventory, and (c) “fairness” of allocation. While the first two objectives are monetary, the third is not. This combination of demand types and objectives leads to potentially many variations of our model, which we delineate and evaluate. Our experimental results, which are based on optimization runs using real data sets, demonstrate the effectiveness and flexibility of the proposed model.

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Paper citation in several formats:
Yang, J.; Vee, E.; Vassilvitskii, S.; Tomlin, J.; Shanmugasundaram, J.; Anastasakos, T. and Kennedy, O. (2012). INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION.In Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES, ISBN 978-989-8425-97-3, pages 293-304. DOI: 10.5220/0003752802930304

@conference{icores12,
author={Jian Yang. and Erik Vee. and Sergei Vassilvitskii. and John Tomlin. and Jayavel Shanmugasundaram. and Tasos Anastasakos. and Oliver Kennedy.},
title={INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION},
booktitle={Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,},
year={2012},
pages={293-304},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003752802930304},
isbn={978-989-8425-97-3},
}

TY - CONF

JO - Proceedings of the 1st International Conference on Operations Research and Enterprise Systems - Volume 1: ICORES,
TI - INVENTORY ALLOCATION FOR ONLINE GRAPHICAL DISPLAY ADVERTISING USING MULTI-OBJECTIVE OPTIMIZATION
SN - 978-989-8425-97-3
AU - Yang, J.
AU - Vee, E.
AU - Vassilvitskii, S.
AU - Tomlin, J.
AU - Shanmugasundaram, J.
AU - Anastasakos, T.
AU - Kennedy, O.
PY - 2012
SP - 293
EP - 304
DO - 10.5220/0003752802930304

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