移动广告用户传播能力评价与覆盖优化算法

发布时间：2018-11-24 12:00

【摘要】：移动广告的分发效果对于广告商和用户来说都是相当重要的事情.目前对于高效率的广告分发特别是对用户的轨迹和预算的研究较为匮乏.为了获得有效可行的移动广告分发策略,提出了以位置为中心的移动众包网络的概念,代替传统的以用户为中心的网络和平台,其中,位置信息对于广告分发起到至关重要的作用.为此重点研究考虑有兴趣区域的覆盖(interested area coverage,IAC)策略下的移动广告用户选择问题.对于以位置为中心的研究需要考虑每个用户的时空特性,并需要有效地计算有兴趣的覆盖区域,资金预算的约束使这一问题更加难以解决.为应对上述挑战,首先,考虑到对位置敏感的移动广告应用程序时,提出了被证明是NP-hard的有预算约束的用户选择问题;其次,对问题的子模特性进行了探究,提出了一个简单而有效的具有近似比为(1-1e)的启发式算法;最后,大量的仿真结果表明,该方案使移动广告的传播效应有效提高了120%.
[Abstract]:The distribution effect of mobile advertising is very important to advertisers and users. At present, the research on efficient advertising distribution, especially on the user's trajectory and budget, is scarce. In order to obtain effective and feasible mobile advertising distribution strategy, the concept of location-centric mobile crowdsourcing network is proposed to replace the traditional user-centric network and platform. Location information plays an important role in advertising distribution. This paper focuses on the selection of mobile advertising users under the covering (interested area coverage,IAC (region of interest) strategy. The location-centered research needs to take into account the space-time characteristics of each user and to effectively calculate the coverage area of interest. The constraint of financial budget makes the problem more difficult to solve. To meet the above challenges, first of all, when considering location-sensitive mobile advertising applications, the problem of user selection, which proved to be a budget constraint for NP-hard, is proposed. Secondly, a simple and effective heuristic algorithm with approximate ratio of (1-1e) is proposed. Finally, a large number of simulation results show that the scheme can effectively improve the propagation effect of mobile advertising 120%.
【作者单位】：解放军理工大学通信工程学院;
【基金】：国家自然科学基金重点项目(61232018) 江苏省自然科学基金杰出青年基金(BK20150030)资助
【分类号】：F713.8;TN929.5;TP301.6

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