An AHP-TOPSIS based Advertising Platform Selection Model

Abstract

The selection of an appropriate advertising platform, based on personalized preferences, is considered as a multiple criteria decision-making (MCDM) problem which involves assessment of a set of advertising platforms (alternatives) in terms of preferences (decision criteria). This study proposes a MCDM model to determine optimal advertising platform. The Analytic Hierarchy Process (AHP) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) are integrated to determine the best decision alternative under MCDM environment. The developed model is applied to a case study, which considers a decision matrix established with 11 advertisement platforms (decision alternative) dominating each-other based on their 7 attributes (decision criteria). The relative weights of all criteria are determined, which are then supplied to TOPSIS methodology to rank the advertisement platforms.