TY - GEN
T1 - Effective selection of targeted advertisements for vehicular users
AU - Einziger, Gil
AU - Chiasserini, Carla Fabiana
AU - Malandrino, Francesco
N1 - Publisher Copyright:
© 2016 ACM.
PY - 2016/11/13
Y1 - 2016/11/13
N2 - This paper focuses on targeted advertising for vehicular users, where users receive advertisements (ads) from roadside units and the vehicle onboard system displays only ads that are relevant to the user. A broker broadcasts ads and is paid by advertisers based on the number of vehicles that displayed each ad. The problem we study is the following: given that the broker can broadcast a limited number of ads, what is the strategy for ad selection that maximizes the broker's revenue? We first identify the conflict existing between users' interests and broker's revenue as a critical feature of this scenario, which may dramatically reduce the broker's revenue. Then, given the problem complexity, we propose Volfied, an algorithm that solves this conflict, allows for near-optimal broker's revenue and has very limited computational complexity. Our results show that Volfied increases the broker's revenue by up to 70% with respect to state-of-the-art alternatives.
AB - This paper focuses on targeted advertising for vehicular users, where users receive advertisements (ads) from roadside units and the vehicle onboard system displays only ads that are relevant to the user. A broker broadcasts ads and is paid by advertisers based on the number of vehicles that displayed each ad. The problem we study is the following: given that the broker can broadcast a limited number of ads, what is the strategy for ad selection that maximizes the broker's revenue? We first identify the conflict existing between users' interests and broker's revenue as a critical feature of this scenario, which may dramatically reduce the broker's revenue. Then, given the problem complexity, we propose Volfied, an algorithm that solves this conflict, allows for near-optimal broker's revenue and has very limited computational complexity. Our results show that Volfied increases the broker's revenue by up to 70% with respect to state-of-the-art alternatives.
KW - Algorithms
KW - Performance evaluation
KW - Services for mobile users
UR - http://www.scopus.com/inward/record.url?scp=85007013802&partnerID=8YFLogxK
U2 - 10.1145/2988287.2989136
DO - 10.1145/2988287.2989136
M3 - Conference contribution
AN - SCOPUS:85007013802
T3 - MSWiM 2016 - Proceedings of the 19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems
SP - 11
EP - 18
BT - MSWiM 2016 - Proceedings of the 19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems
PB - Association for Computing Machinery, Inc
T2 - 19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems, MSWiM 2016
Y2 - 13 November 2016 through 17 November 2016
ER -