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This book provides a comprehensive overview of optimization issues and models in web advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is provided with a basic overview of different optimization issues involved in web advertising. The earlier models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the advertisement scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure in these models were different from those in newspaper or television ads. The book also presents models to help solve these problems. Additionally this book looks to key future trends in web advertising (such as Fading Ads ) and the associated challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.§
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