Allocation of multiple advertisement on limited space: Heuristic approach

Abstract

One of clever ideas that appeared over the Internet in 2005 was pixel advertisement. The simple concept was to present a big graphical table filled with small pictures linking to web-resources. In current research we propose to merge functionality of banners with clever idea of sharing its space among many expandable small graphical ads linking to various web-sites. Micro-graphics are expanding when the user moves mouse cursor over the image and the ad may display a piece of information (text, graphics, voice, animation) rich enough to give the user a taste of what he can expect after a click on the link. In this paper we propose a model how to arrange multiple pictures in the shape of a banner displayed on web pages: a heuristic algorithm able to produce advertising banner matching required context. We also provide experimental analysis of effectiveness of the algorithm. Conceptual work is illustrated by a prototype system implementing proposed features. © 2009 Springer Berlin Heidelberg.