Single-Period Balancing of Pay-per-Click and Pay-per-View Online Display Advertisements
online advertising, display advertisements, cost-per-impression, cost-per-click, click-through-rate, web publisher
Digital Object Identifier (DOI)
In this article, we study a balancing problem of web publishers for pay-per-view and pay-per-click contracts for online display advertising. Considering the details of contracts, we refine prior research results on the recommendation of optimal strategies. We examine the problem by formalizing a simple stochastic optimization problem for a single period of advertising contracts. We investigate how pricing and other contract components will affect the optimal display strategies analytically and numerically.
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Citation / Publisher Attribution
Journal of Revenue and Pricing Management, v. 10, issue 3, p. 261-270
Scholar Commons Citation
Kwon, Changhyun, "Single-Period Balancing of Pay-per-Click and Pay-per-View Online Display Advertisements" (2011). Industrial and Management Systems Engineering Faculty Publications. 20.