When to Play Your Advertisement? Optimal Insertion Policy of Behavioral Advertisement

Subodha Kumar
Corresponding Author
Subodha Kumar
https://orcid.org/0000-0002-4401-7950
Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122;
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Yinliang (Ricky) Tan
Yinliang (Ricky) Tan
https://orcid.org/0000-0001-8971-818X
A. B. Freeman School of Business, Tulane University, New Orleans, Louisiana 70118;
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Lai Wei
Lai Wei
https://orcid.org/0000-0003-2083-1752
Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China
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Corresponding Author

Subodha Kumar

https://orcid.org/0000-0002-4401-7950

Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122;

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,

Yinliang (Ricky) Tan

Yinliang (Ricky) Tan

https://orcid.org/0000-0001-8971-818X

A. B. Freeman School of Business, Tulane University, New Orleans, Louisiana 70118;

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,

Lai Wei

https://orcid.org/0000-0003-2083-1752

Antai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, China

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Published Online:9 Jun 2020https://doi.org/10.1287/isre.2019.0904

Supplemental Material

isre.2019.0904.sm1.pdf

cover image Information Systems Research

Volume 31, Issue 2

June 2020

Pages iii-vii, 297-652, C2

Article Information

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Received:April 27, 2018
Accepted:October 02, 2019
Published Online:June 09, 2020

Copyright © 2020, INFORMS

Cite as

Subodha Kumar, Yinliang (Ricky) Tan, Lai Wei (2020) When to Play Your Advertisement? Optimal Insertion Policy of Behavioral Advertisement. Information Systems Research 31(2):589-606.

https://doi.org/10.1287/isre.2019.0904

Keywords