Effective selection of targeted advertisements for vehicular users

Gil Einziger, Carla Fabiana Chiasserini, Francesco Malandrino

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

4 Scopus citations

Abstract

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.

Original languageEnglish
Title of host publicationMSWiM 2016 - Proceedings of the 19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems
PublisherAssociation for Computing Machinery, Inc
Pages11-18
Number of pages8
ISBN (Electronic)9781450345026
DOIs
StatePublished - 13 Nov 2016
Externally publishedYes
Event19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems, MSWiM 2016 - Malta, Malta
Duration: 13 Nov 201617 Nov 2016

Publication series

NameMSWiM 2016 - Proceedings of the 19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems

Conference

Conference19th ACM International Conference on Modeling, Analysis and Simulation of Wireless and Mobile Systems, MSWiM 2016
Country/TerritoryMalta
CityMalta
Period13/11/1617/11/16

Keywords

  • Algorithms
  • Performance evaluation
  • Services for mobile users

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