Title :
Launch Decision on Revenue Maximization in Web Advertising
Author :
Zhihua, Zhang ; Li, Wang ; Hong, Liu
Author_Institution :
Liaoning Univ. of Sci. & Technol., Anshan
Abstract :
The optimal problem of scheduling limited advertising resources was studied in this paper. Under the circumstances that the benefits of both Web sites and advertisers were balanced, a model based on hybrid pricing was proposed for maximizing website revenue. The relation between impression and clicks ratio was fitted by BP neural network, and the constrained optimization problem was converted into unconstrained optimization problem by penalty function method. Genetic algorithm was applied to solve the unconstrained problem. Simulation result shows the effectiveness of this model and algorithm.
Keywords :
Internet; advertising data processing; backpropagation; genetic algorithms; neural nets; pricing; scheduling; BP neural network; Internet; Web advertising resource; constrained optimization problem; genetic algorithm; optimal problem; penalty function method; scheduling; Advertising; Constraint optimization; Costs; Genetic algorithms; IP networks; Neural networks; Predictive models; Pricing; Proposals; Web page design; BP neural network; Clicks ratio; Genetic algorithm; Web advertising;
Conference_Titel :
Control Conference, 2007. CCC 2007. Chinese
Conference_Location :
Hunan
Print_ISBN :
978-7-81124-055-9
Electronic_ISBN :
978-7-900719-22-5
DOI :
10.1109/CHICC.2006.4347537
