research-article

Price trade-offs in social media advertising

Authors:

Milad Eftekhar,

Saravanan Thirumuruganathan,

Nick KoudasAuthors Info & Claims

COSN '14: Proceedings of the second ACM conference on Online social networks

Pages 169 - 176

https://doi.org/10.1145/2660460.2660462

Published: 01 October 2014 Publication History

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.

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Cited By

Xia CMuthukrishnan SAndre EKoenig SDastani MSukthankar G(2018)Arbitrage-free Pricing in User-based MarketsProceedings of the 17th International Conference on Autonomous Agents and MultiAgent Systems10.5555/3237383.3237436(327-335)Online publication date: 9-Jul-2018
https://dl.acm.org/doi/10.5555/3237383.3237436
Xia CGuha SMuthukrishnan SSubrahmanian VRokne JKumar RCaverlee JTong H(2016)Targeting algorithms for online social advertising marketsProceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining10.5555/3192424.3192515(485-492)Online publication date: 18-Aug-2016
https://dl.acm.org/doi/10.5555/3192424.3192515
Xia CGuha SMuthukrishnan S(2016)Targeting algorithms for online social advertising markets2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM)10.1109/ASONAM.2016.7752279(485-492)Online publication date: Aug-2016
https://doi.org/10.1109/ASONAM.2016.7752279

Index Terms

Price trade-offs in social media advertising
1. Computing methodologies
  1. Symbolic and algebraic manipulation
    1. Symbolic and algebraic algorithms
2. Theory of computation
  1. Design and analysis of algorithms

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Published In

cover image ACM Conferences

COSN '14: Proceedings of the second ACM conference on Online social networks

October 2014

288 pages

ISBN:9781450331982

DOI:10.1145/2660460

General Chair:
Alessandra Sala
Bell Laboratories, Ireland
,
Program Chairs:
Ashish Goel
Stanford / Twitter, USA
,
Krishna Gummadi
MPI-SWS, Germany

Copyright © 2014 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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New York, NY, United States

Publication History

Published: 01 October 2014

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COSN'14: Conference on Online Social Networks

October 1 - 2, 2014

Dublin, Ireland

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COSN '14 Paper Acceptance Rate 25 of 87 submissions, 29%;

Overall Acceptance Rate 69 of 307 submissions, 22%

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Cited By

Xia CMuthukrishnan SAndre EKoenig SDastani MSukthankar G(2018)Arbitrage-free Pricing in User-based MarketsProceedings of the 17th International Conference on Autonomous Agents and MultiAgent Systems10.5555/3237383.3237436(327-335)Online publication date: 9-Jul-2018
https://dl.acm.org/doi/10.5555/3237383.3237436
Xia CGuha SMuthukrishnan SSubrahmanian VRokne JKumar RCaverlee JTong H(2016)Targeting algorithms for online social advertising marketsProceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining10.5555/3192424.3192515(485-492)Online publication date: 18-Aug-2016
https://dl.acm.org/doi/10.5555/3192424.3192515
Xia CGuha SMuthukrishnan S(2016)Targeting algorithms for online social advertising markets2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM)10.1109/ASONAM.2016.7752279(485-492)Online publication date: Aug-2016
https://doi.org/10.1109/ASONAM.2016.7752279

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