Abstract:

It is the key to web advertising that how to optimize its distribution to benefit both the web owner and advertisers. According to the properties of web advertisement, a hybrid pricing strategy based model is  proposed. It is modeled as a constrained optimization problem to maximize the total revenue of the web. An adaptive immune algorithm is  proposed to solve it. The adaptive characteristics lie in that, according to antibody affinity, antibody populations are dynamically divided into memory antibody units and general antibody units. It combines global search with local search effectively and hence improves the solution accuracy and the convergence rate. According to the characteristics of the solving problem, the relative immune operators are designed. The simulation results show that, the algorithm balances the revenues between the advertisement clients and web owners and the results are more practical.

Key words: Web advertising;constrained optimization;adaptive immune algorithm;hybrid pricing