國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Optimization issues in web and mobil...

Kumar, Subodha.

Optimization issues in web and mobile advertisingpast and future trends /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Optimization issues in web and mobile advertisingby Subodha Kumar.
其他題名:	past and future trends /
作者:	Kumar, Subodha.
出版者:	Cham :Springer International Publishing :2016.
面頁冊數:	x, 70 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Internet marketing.
電子資源:	http://dx.doi.org/10.1007/978-3-319-18645-0
ISBN:	9783319186450$q(electronic bk.)

Optimization issues in web and mobile advertisingpast and future trends /
Kumar, Subodha.

Optimization issues in web and mobile advertisingpast and future trends /[electronic resource] :by Subodha Kumar. - Cham :Springer International Publishing :2016. - x, 70 p. :ill., digital ;24 cm. - SpringerBriefs in operations management,2365-8320. - SpringerBriefs in operations management..

Evolution of Web Advertising -- Pricing Models in Web Advertising -- Scheduling Advertisements on a Web Page -- Personalization of Web Advertising -- Internet Advertising Firms -- Mobile Advertising -- Future Trends and Challenges in Web and Mobile Advertising.

This book provides a comprehensive overview of optimization issues and models in web and mobile advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is provided with a basic overview of different optimization issues involved in web advertising. The earlier models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the advertisement scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure in these models were different from those in newspaper or television ads. As the web advertising evolved, the initial models were augmented by considering how the schedule of ads is changed based on individual user click behavior. Thus, these models considered personalization in web advertising. The book also presents methods to help solve these models. More recently, there has been tremendous growth in mobile advertising. This book also provides the details of business model in mobile advertising, and presents solutions for the optimization problem involved in mobile advertising. Additionally this book looks to key future trends in web and mobile advertising (such as Fading Ads) and the associat ed challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.

ISBN: 9783319186450$q(electronic bk.)

Standard No.: 10.1007/978-3-319-18645-0doiSubjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265 / .K863 2016

Dewey Class. No.: 658.872

Optimization issues in web and mobile advertisingpast and future trends /
LDR:02939nmm a2200337 a 4500 001 481233
003 DE-He213
005 20160722095222.0
006 m d
007 cr nn 008maaau
008 161007s2016 gw s 0 eng d
020 $a 9783319186450$q(electronic bk.)
020 $a 9783319186443$q(paper)
024 7 $a 10.1007/978-3-319-18645-0 $2 doi
035 $a 978-3-319-18645-0
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1265 $b .K863 2016
072 7 $a KJT $2 bicssc
072 7 $a KJMD $2 bicssc
072 7 $a BUS049000 $2 bisacsh
082 0 4 $a 658.872 $2 23
090 $a HF5415.1265 $b .K96 2016
100 1 $a Kumar, Subodha. $3 737111
245 1 0 $a Optimization issues in web and mobile advertising $h [electronic resource] : $b past and future trends / $c by Subodha Kumar.
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2016.
300 $a x, 70 p. : $b ill., digital ; $c 24 cm.
490 1 $a SpringerBriefs in operations management, $x 2365-8320
505 0 $a Evolution of Web Advertising -- Pricing Models in Web Advertising -- Scheduling Advertisements on a Web Page -- Personalization of Web Advertising -- Internet Advertising Firms -- Mobile Advertising -- Future Trends and Challenges in Web and Mobile Advertising.
520 $a This book provides a comprehensive overview of optimization issues and models in web and mobile advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is provided with a basic overview of different optimization issues involved in web advertising. The earlier models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the advertisement scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure in these models were different from those in newspaper or television ads. As the web advertising evolved, the initial models were augmented by considering how the schedule of ads is changed based on individual user click behavior. Thus, these models considered personalization in web advertising. The book also presents methods to help solve these models. More recently, there has been tremendous growth in mobile advertising. This book also provides the details of business model in mobile advertising, and presents solutions for the optimization problem involved in mobile advertising. Additionally this book looks to key future trends in web and mobile advertising (such as Fading Ads) and the associat ed challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.
650 0 $a Internet marketing. $3 208232
650 0 $a Internet advertising. $3 208231
650 0 $a Electronic commerce. $3 189326
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Operation Research/Decision Theory. $3 585050
650 2 4 $a Optimization. $3 274084
650 2 4 $a IT in Business. $3 703717
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a SpringerBriefs in operations management. $3 736630
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-18645-0
950 $a Business and Management (Springer-41169)