92,298 research outputs found

    Real-time Bidding for Online Advertising: Measurement and Analysis

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    The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising. Instead of bulking buying and inventory-centric buying, RTB mimics stock exchanges and utilises computer algorithms to automatically buy and sell ads in real-time; It uses per impression context and targets the ads to specific people based on data about them, and hence dramatically increases the effectiveness of display advertising. In this paper, we provide an empirical analysis and measurement of a production ad exchange. Using the data sampled from both demand and supply side, we aim to provide first-hand insights into the emerging new impression selling infrastructure and its bidding behaviours, and help identifying research and design issues in such systems. From our study, we observed that periodic patterns occur in various statistics including impressions, clicks, bids, and conversion rates (both post-view and post-click), which suggest time-dependent models would be appropriate for capturing the repeated patterns in RTB. We also found that despite the claimed second price auction, the first price payment in fact is accounted for 55.4% of total cost due to the arrangement of the soft floor price. As such, we argue that the setting of soft floor price in the current RTB systems puts advertisers in a less favourable position. Furthermore, our analysis on the conversation rates shows that the current bidding strategy is far less optimal, indicating the significant needs for optimisation algorithms incorporating the facts such as the temporal behaviours, the frequency and recency of the ad displays, which have not been well considered in the past.Comment: Accepted by ADKDD '13 worksho

    Location Privacy in Spatial Crowdsourcing

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    Spatial crowdsourcing (SC) is a new platform that engages individuals in collecting and analyzing environmental, social and other spatiotemporal information. With SC, requesters outsource their spatiotemporal tasks to a set of workers, who will perform the tasks by physically traveling to the tasks' locations. This chapter identifies privacy threats toward both workers and requesters during the two main phases of spatial crowdsourcing, tasking and reporting. Tasking is the process of identifying which tasks should be assigned to which workers. This process is handled by a spatial crowdsourcing server (SC-server). The latter phase is reporting, in which workers travel to the tasks' locations, complete the tasks and upload their reports to the SC-server. The challenge is to enable effective and efficient tasking as well as reporting in SC without disclosing the actual locations of workers (at least until they agree to perform a task) and the tasks themselves (at least to workers who are not assigned to those tasks). This chapter aims to provide an overview of the state-of-the-art in protecting users' location privacy in spatial crowdsourcing. We provide a comparative study of a diverse set of solutions in terms of task publishing modes (push vs. pull), problem focuses (tasking and reporting), threats (server, requester and worker), and underlying technical approaches (from pseudonymity, cloaking, and perturbation to exchange-based and encryption-based techniques). The strengths and drawbacks of the techniques are highlighted, leading to a discussion of open problems and future work

    Towards Optimal Distributed Node Scheduling in a Multihop Wireless Network through Local Voting

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    In a multihop wireless network, it is crucial but challenging to schedule transmissions in an efficient and fair manner. In this paper, a novel distributed node scheduling algorithm, called Local Voting, is proposed. This algorithm tries to semi-equalize the load (defined as the ratio of the queue length over the number of allocated slots) through slot reallocation based on local information exchange. The algorithm stems from the finding that the shortest delivery time or delay is obtained when the load is semi-equalized throughout the network. In addition, we prove that, with Local Voting, the network system converges asymptotically towards the optimal scheduling. Moreover, through extensive simulations, the performance of Local Voting is further investigated in comparison with several representative scheduling algorithms from the literature. Simulation results show that the proposed algorithm achieves better performance than the other distributed algorithms in terms of average delay, maximum delay, and fairness. Despite being distributed, the performance of Local Voting is also found to be very close to a centralized algorithm that is deemed to have the optimal performance
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