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INCREASING THE EFFECTIVENESS OF ONLINE ADVERTISINGKaynak:   HEC Paris   02-01-2015 04:27:04
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 way to maximize a campaign’s effectiveness.


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