A novel combined fuzzy VIKOR and mathematical optimization programming for online advertising effectiveness

Online advertising has become an essential part of corporate competition. It can help businesses win over customers and their attention, shape brand preferences, and influence purchasing decisions. The predominant challenge facing online advertisement publishers is selecting the right digital marketing strategy to maximize advertising effectiveness. To this end, this work introduced a combined approach based on Fuzzy Multi-Criteria Decision Making (FMCDM) methods and Mathematical Optimization Programming (MOP) models to optimize display advertising campaigns. Several criteria, such as technical, economic, and social factors, are taken into consideration. A real dataset was used to test our methodology for optimizing display advertising campaigns on mobile devices. The results suggest that combining the FMCDM methods and the MOP models provides a successful link between micro-targeting strategies, customer profiles, banner advertising scheduling, time slots, and achievement of online advertising objectives.