Study On Some Optimization Problems Of Web Advertising

This paper extends the previous work on placement problem of web advertisements, and uses the ways of the operational research to solve the models. The main contents include the followings:In the first chapter of this paper, a brief introduction of the background and the current situation of the optimization problem of the web advertisements, model description, as well as the main work of this paper are mentioned, in the second chapter, the paper will introduce the basic concepts of the web advertisements and basic concepts and kinds of integer programming, solution methods of the combinatorial optimization problems. In the third chapter, the thesis studies the maximization space problem of web portals placing advertisements, establishes a linear integer programming model, uses dynamic programming to solve the model, and then gives the numerical example to illustrate the algorithm. In the fourth chapter, the paper discusses the mixed optimization problem of web portals placing advertisements, establishes an integer programming model, adopts Lagrangian relaxation to transform the integer programming model to three subproblems, uses the dynamic programming to solve the first subproblem, adopts a subgradient algorithm to the Lagrangian duality, gives the numerical example to illustrate the algorithm finally. In the fifth chapter, we consider the picture message placement problem of the online shop, establish a nonlinearity integer programming model, only give an algorithm, because of the complexity and feature of the model.Finally, we summarize this paper and look into the future of the optimization problems of the web advertisements.