NDLI: Price trade-offs in social media advertising

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Price trade-offs in social media advertising

Content Provider	ACM Digital Library
Author	Thirumuruganathan, Saravanan Das, Gautam Eftekhar, Milad Koudas, Nick
Abstract	The prevalence of social media has sparked novel advertising models, vastly different from the traditional keyword based bidding model adopted by search engines. One such model is topic based advertising, popular with micro-blogging sites. Instead of bidding on keywords, the approach is based on bidding on topics, with the winning bid allowed to disseminate messages to users interested in the specific topic. Naturally topics have varying costs depending on multiple factors (e.g., how popular or prevalent they are). Similarly users in a micro-blogging site have diverse interests. Assuming one wishes to disseminate a message to a set V of users interested in a specific topic, a question arises whether it is possible to disseminate the same message by bidding on a set of topics that collectively reach the same users in V albeit at a cheaper cost. In this paper, we show how an alternative set of topics R with a lower cost can be identified to target (most) users in V. Two approximation algorithms are presented to address the problem with strong bounds. Theoretical analysis and extensive quantitative and qualitative experiments over real-world data sets at realistic scale containing millions of users and topics demonstrate the effectiveness of our approach.
Starting Page	169
Ending Page	176
Page Count	8
File Format	PDF
ISBN	9781450331982
DOI	10.1145/2660460.2660462
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2014-10-01
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Alternative topics Social advertising Topic-based advertising
Content Type	Text
Resource Type	Article

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

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