A network equilibrium framework for Internet advertising: Models, qualitative analysis, and algorithms

Zhao, Ling; Nagurney, Anna

doi:10.1016/j.ejor.2007.03.038

Cited by 25 publications

(6 citation statements)

References 24 publications

(31 reference statements)

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“…Thus, together with two other papers [20,21], we have furthered a research stream that addresses how optimization can be applied to all phases of Internet marketing, beginning with the design of advertisements; to the determination of the budget allocation among Internet media; and, finally, to the computation of the budget allocation among all media. We would like to also point out that the methodology proposed in this paper is not limited by its application to the banner.…”

Section: Discussionmentioning

confidence: 99%

“…In Zhao and Nagurney [20], optimal Internet advertising strategies for allocating an ad budget to websites was modeled as a network optimization problem, along with a special-purpose algorithm for the computation of the optimal solution. In Zhao and Nagurney [21], the network optimization modeling framework was expanded to model Internet advertising competition in which multiple firms maximize their own ad effects within their limited marketing budgets. In that paper, an elastic Internet marketing budget was introduced in order to conjoin the online and offline marketing strategies.…”

Section: Introductionmentioning

confidence: 99%

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An integrated framework for the design of optimal web banners

2009

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

An integrated framework for the design of optimal web banners

2009

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“…In the same way, Özlük and Cholette (2007) optimize the keywords considering the click-through rate (CTR) of the ad placement and a cost-profit analysis. Zhao and Nagurney (2008) examine advertising bidding, in which multiple firms compete for advertising spaces on multiple websites. Selçuk and Özlük (2013) propose two different models to minimize the advertising cost while guaranteeing a desirable level of exposure.…”

Section: The Multiple Criteria Nature Of the Online Advertising Plannmentioning

confidence: 99%

A fuzzy asymmetric TOPSIS model for optimizing investment in online advertising campaigns

Cañada

Gil-Lafuente

2017

Oper Res Int J

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The high penetration of the Internet and e-commerce in Spain during recent years has increased companies' interest in this medium for advertising planning. In this context Google offers a great advertising inventory and perfectly segmented content pages. This work is concerned with the optimization of online advertising investments based on payper-click campaigns. Our main goal is to rank and select different alternative keyword sets aimed at maximizing the awareness of and traffic to a company's website. The keyword selection problem with online advertising purposes is clearly a multiple-criteria decisionmaking problem additionally characterized by the imprecise, ambiguous and uncertain nature of the available data. To address this problem, we propose a TOPSIS-based approach, which allows us to rank the alternative keyword sets, taking into account the fuzzy nature of the available data. The Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) is based on the concept that the chosen alternative should have the shortest distance from the positive ideal solution (PIS) and the longest distance from the negative ideal solution (NIS). In this work, due to the characteristics of the studied problem, we propose the use of an asymmetric distance, allowing us to work with ideal solutions that differ from the maximum or the minimum. The suitability of the proposed model is illustrated with an empirical case of a stock exchange broker's advertising investment problem aimed at generating awareness about the brand and increasing the traffic to the corporative website.

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“…A number of authors have used numerical or algorithmic approaches to solve for the Nash equilibrium (Razi, Shahri, & Kian, 2007;Konak, Kulturel-Konak, & Snyder, 2015;Wang, 2013). Zhang & Zhou (2012) have built supply chain network equilibrium models as nonlinear problem formulations (Zhao & Nagurney, 2008); they employed smooth Newton algorithm (Ma, 2011) for solving the non-linear games but struggled to prove the existence and uniqueness of the equilibrium. A three stage game theoretic linear and un-constrained supply chain model is built by Xiao, Jin, Chen, Shi, & Xie (2010) employed traditional analytical approach and carried out complex calculations to examine existence of Nash equilibrium.…”

Section: Introductionmentioning

confidence: 99%

An evolutionary algorithmic approach to determine the Nash equilibrium in a duopoly with nonlinearities and constraints

Brady

Mamanduru

Tiwari

2017

Expert Systems with Applications

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This paper presents an algorithmic approach to obtain the Nash Equilibrium in a duopoly. Analytical solutions to duopolistic competition draw on principles of game theory and require simplifying assumptions such as symmetrical payoff functions, linear demand and linear cost. Such assumptions can reduce the practical use of duopolistic models. In contrast, we use an evolutionary algorithmic approach (EAA) to determine the Nash equilibrium values. This approach has the advantage that it can deal with and find optimum values for duopolistic competition modelled using non-linear functions. In the paper we gradually build up the competitive situation by considering non-linear demand functions, non-linear cost functions, production and environmental constraints, and production in discrete bands. We employ particle swarm optimization with composite particles (PSOCP), a variant of particle swarm optimization, as the evolutionary algorithm. Through the paper we explicitly demonstrate how EAA can solve games with constrained payoff functions that cannot be dealt with by traditional analytical methods. We solve several benchmark problems from the literature and compare the results obtained from EAA with those obtained analytically, demonstrating the resilience and rigor of our EAA solution approach.

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A network equilibrium framework for Internet advertising: Models, qualitative analysis, and algorithms

Cited by 25 publications

References 24 publications

An integrated framework for the design of optimal web banners

An integrated framework for the design of optimal web banners

A fuzzy asymmetric TOPSIS model for optimizing investment in online advertising campaigns

An evolutionary algorithmic approach to determine the Nash equilibrium in a duopoly with nonlinearities and constraints

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