NDLI: The Population Dynamics of Websites:[Extended Abstract]

Content Provider	ACM Digital Library
Author	van der Schaar, Mihaela Ahuja, Kartik Zhang, Simpson
Abstract	Websites derive revenue by advertising or charging fees for services and so their profit depends on their user base -- the number of users visiting the website. But how should websites control their user base? This paper is the first to address and answer this question. It builds a model in which, starting from an initial user base, the website controls the growth of the population by choosing the intensity of referrals and targeted ads to potential users. A larger population provides more profit to the website, but building a larger population through referrals and targeted ads is costly; the optimal policy must therefore balance the marginal benefit of adding users against the marginal cost of referrals and targeted ads. The nature of the optimal policy depends on a number of factors. Most obvious is the initial user base; websites starting with a small initial population should offer many referrals and targeted ads at the beginning, but then decrease referrals and targeted ads over time. Less obvious factors are the type of website and the typical length of time users remain on the site: the optimal policy for a website that generates most of its revenue from a core group of users who remain on the site for a long time -- e.g., mobile and online gaming sites -- should be more aggressive and protective of its user base than that of a website whose revenue is more uniformly distributed across users who remain on the site only briefly. When arrivals and exits are stochastic, the optimal policy is more aggressive -- offering more referrals and targeted ads.
Starting Page	53
Ending Page	56
Page Count	4
File Format	PDF
ISSN	01635999
DOI	10.1145/2847220.2847237
Journal	ACM SIGMETRICS Performance Evaluation Review (PERV)
Volume Number	43
Issue Number	3
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2014-01-10
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Policy Websites Referrals Population dynamics
Content Type	Text
Resource Type	Article
Subject	Computer Networks and Communications Hardware and Architecture Software

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

The response of job classes with distinct policy functions(Extended Abstract)

Profiling the X protocol (extended abstract)

Dynamic Coordination Mechanisms:[Extended Abstract]

Kernel-based memory simulation (extended abstract)

On performance of caching proxies (extended abstract)

An adaptive communications protocol for network computers (extended abstract)

Queueing analysis of fault-tolerant computer systems (extended abstract)

The performance of work stealing in multiprogrammed environments (extended abstract)

Stochastic performance models of parallel task systems (extended abstract)

The Population Dynamics of Websites:[Extended Abstract]

Similar Documents

The response of job classes with distinct policy functions(Extended Abstract)

Profiling the X protocol (extended abstract)

Dynamic Coordination Mechanisms:[Extended Abstract]

Kernel-based memory simulation (extended abstract)

On performance of caching proxies (extended abstract)

An adaptive communications protocol for network computers (extended abstract)

Queueing analysis of fault-tolerant computer systems (extended abstract)

The performance of work stealing in multiprogrammed environments (extended abstract)

Stochastic performance models of parallel task systems (extended abstract)

The Population Dynamics of Websites:[Extended Abstract]