Study on an Extended Web Advertising Placement Problem

In this paper, we discussed a layout optimization problem of web advertising to help the web site owners to maximize their profits. Unlike most of previous research, we established an integer programming model to maximize the spaces occupied by the web advertisements displayed in the first view of a web page. Then we adopted a subgradient optimization based Lagrangian Decomposition approach for the integer programming model. After that, a heuristic algorithm is used to make the length of the web page in each time interval as nearly identical as possible in a planning horizon. Finally, an example is given to illustrate the effectiveness of the above methods.