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ELMSO: Implementation of the Efficient Large-Scale Online Display Advertising Algorithm
An implementation of the algorithm described in "Efficient Large- Scale Internet Media Selection Optimization for Online Display Advertising" by Paulson, Luo, and James (Journal of Marketing Research 2018; see URL below for journal text/citation and <http://faculty.marshall.usc.edu/gareth-james/Research/ELMSO.pdf> for a full-text version of the paper). The algorithm here is designed to allocate budget across a set of online advertising opportunities using a coordinate-descent approach, but it can be used in any resource-allocation problem with a matrix of visitation (in the case of the paper, website page- views) and channels (in the paper, websites). The package contains allocation functions both in the presence of bidding, when allocation is dependent on channel-specific cost curves, and when advertising costs are fixed at each channel.
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Package details |
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| Author | Courtney Paulson [aut, cre], Lan Luo [ctb], Gareth James [ctb] |
| Maintainer | Courtney Paulson <courtneypaulson@suu.edu> |
| License | GPL-3 |
| Version | 1.0.1 |
| URL | <https://journals.sagepub.com/doi/abs/10.1509/jmr.15.0307> |
| Package repository | View on CRAN |
| Installation |
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