Articles

E-commerce - Laoucine Kerbache

Key Ideas • Spending on online advertising cannot be optimized in the same way as with traditional media. • For the first time, researchers have developed an optimization model that can be used to rapidly calculate the greatest exposure for an online ad campaign on a given budget. • Generally speaking, devoting the entire advertising budget to the websites with the most traffic is not the best (...)

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Key Ideas • Spending on online advertising cannot be optimized in the same way as with traditional (...)

Read more