| PackageDescription | 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. |