NDLI: TiSA: Time-dependent social network advertising

Content Provider	IEEE Xplore Digital Library
Author	Wei Wang Linlin Yang Qing Liao Xiang Zhu Qian Zhang
Copyright Year	2015
Description	Author affiliation: Coll. of Comput., Nat. Univ. of Defense Technol., Hong Kong, China (Xiang Zhu) \|\| Dept. of Comput. Sci. & Eng., Hong Kong, China (Wei Wang; Qing Liao; Qian Zhang) \|\| Fok Ying Tung Grad. Sch., Hong Kong Univ. of Sci. & Technol., Hong Kong, China (Linlin Yang)
Abstract	Much of today's online social network (OSN) system relies on advertising for financial support. To improve the effectiveness of advertising, online advertisers tend to leverage influential users to deliver ads. Most of existing efforts on online advertising have focused on single-shot scenarios or assume static OSN models, while they overlook the fact that actions of advertising affect users' behaviors. In this paper, we investigate the behaviors of Sina Weibo users over three months, and make the observation that advertising affects the behaviors of the user's followers, which in turn has an impact on the effectiveness of future advertising. Based on this observation, we propose TiSA, a time-dependent advertising framework, which considers the future impact of advertising. Under this framework, the advertiser and the user make their decisions based on their instant utilities as well as future utilities. We also devise a learning algorithm with provable convergence to obtain the optimal policies. Evaluations using three month traces of 975 Sina Weibo users have been conducted, and the results validate the effectiveness of the proposed framework by showing that the utilities of all entities are significantly improved compared with traditional systems.
Starting Page	1188
Ending Page	1193
File Size	176378
Page Count	6
File Format	PDF
e-ISBN	9781467364324
DOI	10.1109/ICC.2015.7248484
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-06-08
Publisher Place	UK
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Advertising Social network services Games Linear regression Convergence Correlation Stochastic processes
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

State-dependent opinion dynamics

Bistability in Online Social Networks

Consensus over martingale graph processes

Stochastic game model for information dissemination of emergency events in social network

Mean field equilibrium in dynamic games with complementarities

Non-Bayesian learning in social networks with time-varying weights

Infinite time nonzero-sum linear quadratic stochastic differential games

Evolutionary coalitional games in network selection

Convergence of rule-of-thumb learning rules in social networks

TiSA: Time-dependent social network advertising

Similar Documents

State-dependent opinion dynamics

Bistability in Online Social Networks

Consensus over martingale graph processes

Stochastic game model for information dissemination of emergency events in social network

Mean field equilibrium in dynamic games with complementarities

Non-Bayesian learning in social networks with time-varying weights

Infinite time nonzero-sum linear quadratic stochastic differential games

Evolutionary coalitional games in network selection

Convergence of rule-of-thumb learning rules in social networks

TiSA: Time-dependent social network advertising