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| Kaynak: 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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