Name
Abstract | ||
|---|---|---|
The recent proliferation of public hotspots has given rise to Wi-Fi advertising where venue owners promote their business by pushing advertisers' advertisements on their hotspots. However, a small business usually has insufficient budget to make a purchase for a whole webpage. Therefore, in this paper, we propose GAWA, a Group-buying based Auction mechanism for Wi-Fi Advertising among a venue owner, group leaders and advertisers, which is composed of three phases. More specifically, in the first phase, we propose an algorithm to decide a group bid for each group leader and winning advertisers for each group. In the second phase, the venue owner assigns venues to group leaders by a novel winning group leader determination algorithm. In the third phase, the mechanism determines how much each winning group leader should charge each advertiser in the winning group. We prove that GAWA is computationally efficient, and possesses excellent economic properties such as individual rationality, budget balance, and truthfulness. We evaluate the proposed algorithms using large-scale simulations, and demonstrate the effectiveness and efficiency of our design when comparing with the state-of-the-art approaches. |
Year | DOI | Venue |
|---|---|---|
2018 | 10.1109/PCCC.2018.8711007 | 2018 IEEE 37th International Performance Computing and Communications Conference (IPCCC) |
Keywords | Field | DocType |
novel winning group leader determination algorithm,public hotspots,group bid,winning advertisers,Group-buying based auction mechanism,Wi-Fi Advertising,venue owner,GAWA | Advertising,Computer science,Group buying | Conference |
ISSN | ISBN | Citations |
1097-2641 | 978-1-5386-6809-2 | 0 |
PageRank | References | Authors |
0.34 | 11 | 5 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Yang Liu | 1 | 230 | 26.74 |
| Ying Zhang | 2 | 163 | 25.25 |
| Jianfeng Guan | 3 | 365 | 39.36 |
| Changqiao Xu | 4 | 730 | 71.39 |
| Yu Wang | 5 | 548 | 40.68 |