An Explorative Study of the Effectiveness of Mobile Advertising

This study examines factors related to the effectiveness of mobile advertising. Using a large data set with 115, 899 records of ad tap through from a mobile advertising company, we identify that the influencing factors for ad tap through are application type, mobile operators, scrolling frequency, and the regional income level. We use a logit model to analyze how the probability of ad tap through is related to the identified factors. The results show that application type, mobile operators, scrolling frequency, and the regional income level all have significant effects on the likelihood whether users would tap on certain types of advertising. Based on the findings, we propose strategies for mobile advertisers to engage in effective and targeted mobile advertising

Building a Mobile Advertising System for Target Marketing

Mobile advertising has become one of the most exciting new technological frontiers in advertising area in recent years. The ubiquitous nature of mobile phones makes it possible for advertisers to target users effectively. This paper proposes a targeted mobile advertising system (TMAS) that works as a platform to provide consumers personalized ads based on the consumers’ contextual and preference. The platform allows shops to provide contextual and time-sensitive ads and consumers to locate ads and promotion information using their smart phone. A demonstration is conducted to show the validity of the key process in the TMAS

Novel Packet Switching for Green IP Networks

A green technology for reducing energy consumption has become a critical factor in ICT industries. However, for the telecommunications sector in particular, most network elements are not usually optimized for power efficiency. Here, we propose a novel energy-efficient packet switching method for use in an IP network for reducing unnecessary energy consumption. As a green networking approach, we first classify the network nodes into either header or member nodes. The member nodes then put the routing-related module at layer 3 to sleep under the assumption that the layer in the OSI model can operate independently. The entire set of network nodes is then partitioned into clusters consisting of one header node and multiple member nodes. Then, only the header node in a cluster conducts IP routing and its member nodes conduct packet switching using a specially designed identifier, a tag. To investigate the impact of the proposed scheme, we conducted a number of simulations using wellknown real network topologies and achieved a more energy-efficient performance than that achieved in previous studies.Peer reviewe

Autonomous Coordinator Selection in Beamformed 60GHz Wireless Networks

In 60 GHz wireless networks, autonomous coordinator selection is required to find a device to coordinate the transmissions among devices. In order to minimize the power consumption for the coordinator, we utilize the direction information extracted from beamformed transmissions in finding the coordinator automatically. The problem is formulated as a K-center problem, which is a NP-hard problem in general. Analysis is carried out to find optimal solutions in certain tractable topologies. Numerical algorithms and simulation results are further presented for random two dimensional topologies

Approximation Algorithms for Resource Allocation

This thesis is devoted to designing new techniques and algorithms for combinatorial optimization problems arising in various applications of resource allocation. Resource allocation refers to a class of problems where scarce resources must be distributed among competing agents maintaining certain optimization criteria. Examples include scheduling jobs on one/multiple machines maintaining system performance; assigning advertisements to bidders, or items to people maximizing profit/social fairness; allocating servers or channels satisfying networking requirements etc. Altogether they comprise a wide variety of combinatorial optimization problems. However, a majority of these problems are NP-hard in nature and therefore, the goal herein is to develop approximation algorithms that approximate the optimal solution as best as possible in polynomial time. The thesis addresses two main directions. First, we develop several new techniques, predominantly, a new linear programming rounding methodology and a constructive aspect of a well-known probabilistic method, the Lov\'{a}sz Local Lemma (LLL). Second, we employ these techniques to applications of resource allocation obtaining substantial improvements over known results. Our research also spurs new direction of study; we introduce new models for achieving energy efficiency in scheduling and a novel framework for assigning advertisements in cellular networks. Both of these lead to a variety of interesting questions. Our linear programming rounding methodology is a significant generalization of two major rounding approaches in the theory of approximation algorithms, namely the dependent rounding and the iterative relaxation procedure. Our constructive version of LLL leads to first algorithmic results for many combinatorial problems. In addition, it settles a major open question of obtaining a constant factor approximation algorithm for the Santa Claus problem. The Santa Claus problem is a $NP$-hard resource allocation problem that received much attention in the last several years. Through out this thesis, we study a number of applications related to scheduling jobs on unrelated parallel machines, such as provisionally shutting down machines to save energy, selectively dropping outliers to improve system performance, handling machines with hard capacity bounds on the number of jobs they can process etc. Hard capacity constraints arise naturally in many other applications and often render a hitherto simple combinatorial optimization problem difficult. In this thesis, we encounter many such instances of hard capacity constraints, namely in budgeted allocation of advertisements for cellular networks, overlay network design, and in classical problems like vertex cover, set cover and k-median

2021 International Conference on Optical Network Design and Modeling (ONDM)

Producción CientíficaThe planning of multi-access edge computing (MEC) systems does not only consist in distributing MEC servers among the base stations (BSs) but also in designing the network to interconnect BSs, MEC resources and the wide area network (WAN) gateway. Due to their high bandwidth, fiber links are the best option for those connections in 5G environments. In contrast to previous works, which only solve the server placement problem, in this paper, an integer linear programming (ILP) formulation is proposed for solving both problems while reducing the installation cost (servers and fibers). The fiber deployment cost is especially important in sparsely populated areas as the distance between BSs are much longer than in urban environments. The model was tested using real BSs locations and population data showing that the formulation considerably reduces the installation cost.Interreg V-A Spain-Portugal (POCTEP) programme 2014- 2020 (project 0667_DISRUPTIVE_2_E)Ministerio de Economía, Industria y Competitividad (projects TEC2017-84423-C3-1-P and RED2018- 102585-T)Junta de Castilla y León - Fondo Europeo de Desarrollo Regional (project VA231P20

Li-Fi based on security cloud framework for future IT environment

This study was supported by the Research Program funded by the SeoulTech (Seoul National University of Science and Technology).Peer reviewedPublisher PD

Location Estimation in Wireless Communication Systems

Localization has become a key enabling technology in many emerging wireless applications and services. One of the most challenging problems in wireless localization technologies is that the performance is easily affected by the signal propagation environment. When the direct path between transmitter and receiver is obstructed, the signal measurement error for the localization process will increase significantly. Considering this problem, we first propose a novel algorithm which can automatically detect and remove the obstruction and improve the localization performance in complex environment. Besides the environmental dependency, the accuracy of target location estimation is highly sensitive to the positions of reference nodes. In this thesis, we also study on the reference node placement, and derive an optimum deployment scheme which can provide the best localization accuracy. Another challenge of wireless localization is due to insufficient number of reference nodes available in the target\u27s communication range. In this circumstance, we finally utilize the internal sensors in today\u27s smartphones to provide additional information for localization purpose, and propose a novel algorithm which can combine the location dependent parameters measured from sensors and available reference nodes together. The combined localization algorithm can overcome the error accumulation from sensor with the help of only few number of reference nodes

Online Advertising Assignment Problems Considering Realistic Constraints

학위논문 (박사) -- 서울대학교 대학원 : 공과대학 산업공학과, 2020. 8. 문일경.With a drastic increase in online communities, many companies have been paying attention to online advertising. The main advantages of online advertising are traceability, cost-effectiveness, reachability, and interactivity. The benefits facilitate the continuous popularity of online advertising. For Internet-based companies, a well-constructed online advertisement assignment increases their revenue. Hence, the managers need to develop their decision-making processes for assigning online advertisements on their website so that their revenue is maximized. In this dissertation, we consider online advertising assignment problems considering realistic constraints. There are three types of online advertising assignment problems: (i) Display ads problem in adversarial order, (ii) Display ads problem in probabilistic order, and (iii) Online banner advertisement scheduling for advertising effectiveness. Unlike previous assignment problems, the problems are pragmatic approaches that reflect realistic constraints and advertising effectiveness. Moreover, the algorithms the dissertation designs offer important insights into the online advertisement assignment problem. We give a brief explanation of the fundamental methodologies to solve the online advertising assignment problems in Chapter 1. At the end of this chapter, the contributions and outline of the dissertation are also presented. In Chapter 2, we propose the display ads problem in adversarial order. Deterministic algorithms with worst-case guarantees are designed, and the competitive ratios of them are presented. Upper bounds for the problem are also proved. We investigate the display ads problem in probabilistic order in Chapter 3. This chapter presents stochastic online algorithms with scenario-based stochastic programming and Benders decomposition for two probabilistic order models. In Chapter 4, an online banner advertisement scheduling model for advertising effectiveness is designed. We also present the solution methodologies used to obtain valid lower and upper bounds of the model efficiently. Chapter 5 offers conclusions and suggestion for future studies. The approaches to solving the problems are meaningful in both academic and industrial areas. We validate these approaches can solve the problems efficiently and effectively by conducting computational experiments. The models and solution methodologies are expected to be convenient and beneficial when managers at Internet-based companies place online advertisements on their websites.온라인 커뮤니티의 급격한 성장에 따라, 많은 회사들이 온라인 광고에 관심을 기울이고 있다. 온라인 광고의 장점으로는 추적 가능성, 비용 효과성, 도달 가능성, 상호작용성 등이 있다. 온라인에 기반을 두는 회사들은 잘 짜여진 온라인 광고 할당결정에 관심을 두고 있고, 이는 광고 수익과 연관될 수 있다. 따라서 온라인 광고 관리자는 수익을 극대화 할 수 있는 온라인 광고 할당 의사 결정 프로세스를 개발하여야 한다. 본 논문에서는 현실적인 제약을 고려한 온라인 광고 할당 문제들을 제안한다. 본 논문에서 다루는 문제는 (1) adversarial 순서로 진행하는 디스플레이 애드문제, (2) probabilistic 순서로 진행하는 디스플레이 애드문제 그리고 (3) 광고효과를 위한 온라인 배너 광고 일정계획이다. 이전에 제안되었던 광고 할당 문제들과 달리, 본 논문에서 제안한 문제들은 현실적인 제약과 광고효과를 반영하는 실용적인 접근 방식이다. 또한 제안하는 알고리즘은 온라인 광고 할당 문제의 운영관리에 대한 통찰력을 제공한다. 1장에서는 온라인 광고 할당 문제에 대한 문제해결 방법론에 대해 간단히 소개한다. 더불어 연구의 기여와 개요도 제공된다. 2장에서는 adversarial 순서로 진행하는 디스플레이 애드문제를 제안한다. worst-case를 보장하는 결정론적 알고리즘을 설계하고, 이들의 competitive ratio를 증명한다. 더불어 문제의 상한도 입증된다. 3장에서는 probabilistic 순서로 진행하는 디스플레이 애드문제를 제안한다. 시나리오 기반의 확률론적 온라인 알고리즘과 Benders 분해방법을 혼합한 추계 온라인 알고리즘을 제시한다. 4장에서는 광고효과를 위한 온라인 배너 광고 일정계획을 설계한다. 또한, 모델의 유효한 상한과 하한을 효율적으로 얻는 데 사용되는 문제해결 방법론을 제안한다. 5장에서는 본 논문의 결론과 향후 연구를 위한 방향을 제공한다. 본 논문에서 제안하는 문제해결 방법론은 학술 및 산업 분야 모두 의미가 있다. 수치 실험을 통해 문제해결 접근 방식이 문제를 효율적이고 효과적으로 해결할 수 있음을 보인다. 이는 온라인 광고 관리자가 본 논문에서 제안하는 문제와 문제해결 방법론을 통해 온라인 광고 할당관련 의사결정을 진행하는 데 있어 도움이 될 것으로 기대한다.Chapter 1 Introduction 1 1.1 Display Ads Problem 3 1.1.1 Online Algorithm 4 1.2 Online Banner Advertisement Scheduling Problem 5 1.3 Research Motivations and Contributions 6 1.4 Outline of the Dissertation 9 Chapter 2 Online Advertising Assignment Problem in Adversarial Order 12 2.1 Problem Description and Literature Review 12 2.2 Display Ads Problem in Adversarial Order 15 2.3 Deterministic Algorithms for Adversarial Order 17 2.4 Upper Bounds of Deterministic Algorithms for Adversarial Order 22 2.5 Summary 28 Chapter 3 Online Advertising Assignment Problem in Probabilistic Order 30 3.1 Problem Description and Literature Review 30 3.2 Display Ads Problem in Probabilistic Order 33 3.3 Stochastic Online Algorithms for Probabilistic Order 34 3.3.1 Two-Stage Stochastic Programming 35 3.3.2 Known IID model 37 3.3.3 Random permutation model 41 3.3.4 Stochastic approach using primal-dual algorithm 45 3.4 Computational Experiments 48 3.4.1 Results for known IID model 55 3.4.2 Results for random permutation model 57 3.4.3 Managerial insights for Algorithm 3.1 59 3.5 Summary 60 Chapter 4 Online Banner Advertisement Scheduling for Advertising Effectiveness 61 4.1 Problem Description and Literature Review 61 4.2 Mathematical Model 68 4.2.1 Objective function 68 4.2.2 Notations and formulation 72 4.3 Solution Methodologies 74 4.3.1 Heuristic approach to finding valid lower and upper bounds 75 4.3.2 Hybrid tabu search 79 4.4 Computational Experiments 80 4.4.1 Results for problems with small data sets 82 4.4.2 Results for problems with large data sets 84 4.4.3 Results for problems with standard data 86 4.4.4 Managerial insights for the results 90 4.5 Summary 92 Chapter 5 Conclusions and Future Research 93 Appendices 97 A Initial Sequence of the Hybrid Tabu Search 98 B Procedure of the Hybrid Tabu Search 99 C Small Example of the Hybrid Tabu Search 101 D Linearization Technique of Bilinear Form in R2 104 Bibliography 106Docto