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Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising

Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising

 Paulson, Courtney.
 tr. 489-506 English
MarketingQuảng cáo trực tuyến.Internet media selection.Constrained convex optimization.Online display advertising.Programmatic advertising.Real-time bidding.
Tác giả CN Paulson, Courtney.
Nhan đề Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising / Courtney Paulson, Lan Luo, Gareth M. James.
Mô tả vật lý tr. 489-506
Tóm tắt In today’s digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites.
Thuật ngữ chủ đề Marketing-Digital market
Từ khóa tự do Quảng cáo trực tuyến.
Từ khóa tự do Internet media selection.
Từ khóa tự do Constrained convex optimization.
Từ khóa tự do Online display advertising.
Từ khóa tự do Programmatic advertising.
Từ khóa tự do Real-time bidding.
Tác giả(bs) CN James, Gareth M.
Tác giả(bs) CN Lan Luo.
Nguồn trích Journal of Marketing Research- Volume 55 Issue 4
MARC
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245[1 0] |a Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising / |c Courtney Paulson, Lan Luo, Gareth M. James.
300[1 0] |a tr. 489-506
520[ ] |a In today’s digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites.
650[1 0] |a Marketing |x Digital market
653[0 ] |a Quảng cáo trực tuyến.
653[0 ] |a Internet media selection.
653[0 ] |a Constrained convex optimization.
653[0 ] |a Online display advertising.
653[0 ] |a Programmatic advertising.
653[0 ] |a Real-time bidding.
700[1 ] |a James, Gareth M.
700[1 ] |a Lan Luo.
773[ ] |t Journal of Marketing Research |g Volume 55 Issue 4
890[ ] |a 0 |b 0 |c 0 |d 0