Operations of online advertising services and publisher's option View Full Text


Ontology type: schema:ScholarlyArticle      Open Access: True


Article Info

DATE

2012-05

AUTHORS

A Srinivasan, C Kwon

ABSTRACT

We analyse the use of options for online advertisement publishers. By providing a discount or rewards to advertisers, publishers can utilise their uncertain service capacity, page-views, more efficiently. We use Generalised Nash Bargaining to study the feasibility of the option contract and solve for an optimal value for the option price. We compare the revenues and benefits from advertisements under the option contract, with those without the options using numerical studies. We also study the impact of pricing and other components in the game on the optimal option price, the publisher's revenues, and the advertiser's benefits from the advertisements. More... »

PAGES

674-682

References to SciGraph publications

  • 2004-01. Online advertising: Pay-per-view versus pay-per-click in JOURNAL OF REVENUE AND PRICING MANAGEMENT
  • 2011-05. Single-period balancing of pay-per-click and pay-per-view online display advertisements in JOURNAL OF REVENUE AND PRICING MANAGEMENT
  • 2009-11. Dynamic revenue management for online display advertising in JOURNAL OF REVENUE AND PRICING MANAGEMENT
  • 2009-03. Online advertising: Pay-per-view versus pay-per-click — A comment in JOURNAL OF REVENUE AND PRICING MANAGEMENT
  • Identifiers

    URI

    http://scigraph.springernature.com/pub.10.1057/jors.2011.84

    DOI

    http://dx.doi.org/10.1057/jors.2011.84

    DIMENSIONS

    https://app.dimensions.ai/details/publication/pub.1011862433


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