Abstract

http://ssrn.com/abstract=2043007
 
 

References (23)



 
 

Footnotes (4)



 


 



Operations of Online Advertising Services and Publisher's Option


A. Srinivasan


affiliation not provided to SSRN

C. Kwon


affiliation not provided to SSRN

May 2012

Journal of the Operational Research Society, Vol. 63, Issue 5, pp. 674-682, 2012

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.

Number of Pages in PDF File: 9

Accepted Paper Series


Date posted: April 21, 2012  

Suggested Citation

Srinivasan, A. and Kwon, C., Operations of Online Advertising Services and Publisher's Option (May 2012). Journal of the Operational Research Society, Vol. 63, Issue 5, pp. 674-682, 2012. Available at SSRN: http://ssrn.com/abstract=2043007 or http://dx.doi.org/10.1057/jors.2011.84

Contact Information

A. Srinivasan (Contact Author)
affiliation not provided to SSRN
No Address Available
C. Kwon
affiliation not provided to SSRN
No Address Available
Feedback to SSRN


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References:  23
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