Maximazition Of Online Advertising Slots

The Internet is the fastest growing media in history, which is known as the fourth media following the press, radio and television. With the popularization of the Internet, more and more people are willing to devote more time to the Internet; and, more enterprises to join Internet. All these are helpful for both enterprises and consumers to do business by using Internet more easily. Online advertising is come into being in this context.Ever since the birth of online advertising, its enormous economic benefits and new business models attract much attention from both industry and academy. However, online advertising is still a new research area; in particular, quantitative research about this subject is rare. Motivated by this, this dissertation focuses on online advertising by using modeling and numerical experiments, especially on maximazition of online advertising slots.There are 8 chapters in this dissertation. The main researches are done from Chapter 2 to Chapter7. The dissertation is organized as follows:Chapter 1 describes the research background and research purposes, then presents the main content and structure.Chapter 2 deals with online advertising platform based on customer experience. After introducing the concept of customer experience, it analyses how to improve services to enhance profits for the online advertising platform providers.Chapter 3 is the literature review. It mainly presents the related research previously in this area. First, the research on online advertising, including literature of display advertising and keywords advertising, are summarized. Then, the research method of revenue management is summarize into two parts, i.e., capacity control, dynamic pricing.Chapter 4 is about development and economic analysis of online advertising. It involves the history of the online advertising, the characteristics of online advertising, and the current main types of online advertising. Furthermore, economic nature of the online display advertising platform and online keyword advertising platform are analyzed.In Chapter 5, single ad slot allocation of online display advertising is discussed. Based on revenue management theory, it first presents a mathematical model for ad slot allocation problem. Then, proofs and analysis are given. Finally, numerical results by using Matlab are proposed to support the results.In Chapter 6, single ad slot allocation of online display advertising is extended to multiple ad slots case. Based on revenue management theory, it describes the multiple ad slots allocation problem and some propositions first; then, numerical results by using Matlab are proposed to illustrate them.In Chapter 7, return on investment (ROI) is included in online keyword advertising bidding. First, it briefly introduces some basic knowledge of online auction. Second, some basic mathematical model and envy-free equilibrium within generalized second price (GSP) is analyzed. Then, ROI is introduced into the problems and some comparisons are done. Finally, numerical results are proposed to support the results.Chapter 8 gives the conclusion and future research.