ELMSO - Implementation of the Efficient Large-Scale Online Display
Advertising Algorithm
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.