Fine-Grained Context-aware Ad Targeting on Social Media Platforms

This is the author accepted manuscript. The final version is available from IEEE via the DOI in this recordOne of the most important sources of revenue for social media platforms, like, Twitter, Facebook, Reddit, etc., is advertising. An effective social media advertising plan moves people from awareness and interest in desire and action. Despite the potentiality, campaigns and marketing strategies should be improved. One of the challenges is to identify the right target audience at the right time, considering both communities of interests and locations and the development of these conditions along the timeline. This is crucial to create the right communication strategy and the right advertising message. This paper proposes a context-aware ad-targeting methodology using time, locations, and inferring users' interests by analyzing published content. The method relies on a fuzzy extension of Triadic Formal Concept Analysis for identifying Location-based and Content-based communities of users. Then, a task of community fusion takes place, named Join, for matching a target audience. The matching may be tuned for identifying a wide or narrow community and implementing a fine-grained ad targeting. Experimental results are given.European Union Horizon 202

Promoting Cooperation in Service-Oriented MAS through Social Plasticity and Incentives

[EN] In distributed environments where entities only have a partial view of the system, cooperation plays a key issue. In the case of decentralized service discovery in open service-oriented multi-agent systems, agents only know about the services they provide and their direct neighbors. Therefore, they need the cooperation of their neighbors in order to locate the required services. However, cooperation is not always present in open and distributed systems. Non-cooperative agents pursuing their own goals could refuse to forward queries from other agents to avoid the cost of this action; therefore, the efficiency of the decentralized service discovery could be seriously damaged. In this paper, we propose the combination of local structural changes and incentives in order to promote cooperation in the service discovery process. The results show that, even in scenarios where the predominant behavior is not collaborative the cooperation emerges.Work partially supported by the Spanish Ministry of Science and Innovation through grants TIN2009-13839-C03-01, CSD2007-0022 (CONSOLIDER-INGENIO 2010), FPU grant AP-2008-00601 awarded to E. del Val.Del Val Noguera, E.; Rebollo Pedruelo, M.; Botti, V. (2013). Promoting Cooperation in Service-Oriented MAS through Social Plasticity and Incentives. Journal of Systems and Software. 86(2):520-537. https://doi.org/10.1016/j.jss.2012.09.031S52053786