A 2020 perspective on “A novel methodology for optimizing display advertising campaigns using genetic algorithms”

Online advertising has become the most important area of publicity. From a post-2020 perspective, we identify three trends in online advertising comprising: the rapid evolution of online advertising mainly over mobile networks, how to cope with big companies leading digital marketing, and the exploration of new methods to handle the dynamics of the e-commerce ecosystem. We proposed a new methodology for online advertising in small ad networks using supervised machine learning and metaheuristic methods. Our research will be beneficial for addressing the above-mentioned trends in online advertising focusing on small ad networks. It contributes to the establishment of an information system technology and practice within the scope of the development of marketing business strategies in e-commerce. Currently, we are exploring how to improve the flexibility of our approach to make it easier to adapt to new ad campaigns, analyzing and comparing different computational methods, and how to increase the performance of presenting custom ads to users when dealing with small data sets. Online advertising in small ad networks will be very useful in the following years. Hence, there are still many challenges to be dealt with in order to implement it in the business strategies of the new digital marketing. © 2020 Elsevier B.V.