AdCell: ad allocation in cellular networks

DOI10.1007/978-3-642-23719-5_27MaRDI QIDQ3092239zbMATH OpenOpenAlexFDO

Authors Saeed Alaei, Vahid Liaghat, Dan Pei, Barna Saha, Mohammad T. Hajiaghayi

Publication date 16 September 2011

Published in Algorithms – ESA 2011 (Search for Journal in Brave)

Full work available at URL https://arxiv.org/abs/1112.5396

zbMATH Keywords

AdCellmatchingmobile advertisementonline algorithm

Mathematics Subject Classification ID

Approximation algorithms (68W25) Online algorithms; streaming algorithms (68W27) Social networks; opinion dynamics (91D30)

Abstract: With more than four billion usage of cellular phones worldwide, mobile advertising has become an attractive alternative to online advertisements. In this paper, we propose a new targeted advertising policy for Wireless Service Providers (WSPs) via SMS or MMS- namely {em AdCell}. In our model, a WSP charges the advertisers for showing their ads. Each advertiser has a valuation for specific types of customers in various times and locations and has a limit on the maximum available budget. Each query is in the form of time and location and is associated with one individual customer. In order to achieve a non-intrusive delivery, only a limited number of ads can be sent to each customer. Recently, new services have been introduced that offer location-based advertising over cellular network that fit in our model (e.g., ShopAlerts by AT&T) . We consider both online and offline version of the AdCell problem and develop approximation algorithms with constant competitive ratio. For the online version, we assume that the appearances of the queries follow a stochastic distribution and thus consider a Bayesian setting. Furthermore, queries may come from different distributions on different times. This model generalizes several previous advertising models such as online secretary problem cite{HKP04}, online bipartite matching cite{KVV90,FMMM09} and AdWords cite{saberi05}. ...

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Cited in

(6)

• A mathematical model for personalized advertisement in virtual reality environments
• Exact and heuristic methods for personalized display advertising in virtual reality platforms
• Location-based sponsored search advertising
• Optimal allocation for chunked-reward advertising
• Frequency capping in online advertising (extended abstract)
• Narrowcasting of wireless advertising in malls

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