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Allocation of advertising space by a web service provider using combinatorial auctions

Dulluri, Sandeep and Raghavan, Srinivasa NR (2005) Allocation of advertising space by a web service provider using combinatorial auctions. In: Sadhana, 30 (2 & 3). pp. 213-230.


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Advertising is a critical process for promoting both products and services in global trade. Internet has emerged as, a powerful medium for trade and commerce. Online advertising over the internet has increased more than hundred fold since 2001. In the present work, we address problems faced by online advertisement service providers. In this paper, we propose a multi-slot and multi-site combinatorial auction for allocating scarce advertisement slots available on multiple sites. We observe that combinatorial auctions serve as effective mechanisms for allocating advertising slots over the internet. We resort to "ant" systems (ant - social insect/intelligent agent) tosolve the above NP-hard combinatorial optimization problem which involves winner-determination in multi-item and multi-unit combinatorial auctions.

Item Type: Journal Article
Publication: Sadhana
Publisher: Indian Academy of Sciences
Additional Information: Copyright for this article belongs to Indian Academy of Sciences.
Keywords: Web page service provider (WSP);winner-determination problem (WDP);multi-dimensional knapsack problem (MDKP);combinatorial auction problem (CAP);ant-colony optimization (ACO);online advertisements
Department/Centre: Division of Interdisciplinary Sciences > Management Studies
Date Deposited: 23 Aug 2005
Last Modified: 19 Sep 2010 04:19
URI: http://eprints.iisc.ac.in/id/eprint/3539

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