Serving two masters? Optimizing mobile ad contracts with heterogeneous advertisers
Author:
Affiliation:
1. Gies College of Business University of Illinois–Urbana Champaign Champaign Illinois USA
2. Jindal School of Management University of Texas at Dallas Rihardson Texas USA
3. Amazon.com Inc. Arlington Virginia USA
Publisher
Wiley
Subject
Management of Technology and Innovation,Industrial and Manufacturing Engineering,Management Science and Operations Research
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1111/poms.13890
Reference28 articles.
1. Aleksandar S.(2022).What percentage of internet traffic is mobile in 2020?https://techjury.net/blog/what‐percentage‐of‐internet‐traffic‐is‐mobile
2. Pricing Models for Online Advertising: CPM vs. CPC
3. Procurement Policies for Mobile-Promotion Platforms
4. Optimal Contracts for Intermediaries in Online Advertising
5. Yield Optimization of Display Advertising with Ad Exchange
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