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Published in:
2014 | OriginalPaper | Chapter
Ontology-Based Management of Conflicting Products in Pixel Advertising
Authors : Ferry Boon, Sabri Bouzidi, Raymond Vermaas, Damir Vandic, Flavius Frasincar
Published in: Web Information Systems Engineering – WISE 2014
Publisher: Springer International Publishing
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Pixel advertising represents the placement of multiple pixel blocks on a banner for the purpose of advertising companies and their products. In this paper, we investigate how one can avoid product conflicts in the placement of pixel advertisements on a Web banner, while maximizing the overall banner revenue. Our solution for this problem is based on a product ontology that defines products and their relationships. We evaluate three heuristic algorithms for generating allocation patterns, i.e., the left justified algorithm, the orthogonal algorithm, and the GRASP constructive algorithm. The results show that the left justified algorithm and the orthogonal algorithm are most effective in terms of profit per pixel, while the GRASP constructive algorithm is identified as most efficient in terms of computational time.