TY - GEN
T1 - Advertising network formation based on Stochastic Diffusion Search and market equilibria
AU - Salamanos, Nikos
AU - Lopatatzidis, Stavros
AU - Vazirgiannis, Michalis
AU - Thomas, Antonis
PY - 2010/12/1
Y1 - 2010/12/1
N2 - The concept of social networks in conjunction with concepts from economics has attracted considerable attention in recent years. In this paper we propose the Stochastic Diffusion Market Search (SDMS), a novel contextual advertising method for mutual advertisement hosting among participating entities, where each owns a web site. In the scenario considered each participating agent/web-site buys or sells advertising links. In the proposed method the advertising market and network that formed into the system emerge from agents preferences and their social behavior into the network. SDMS consists of a variation of Stochastic Diffusion Search, a swarm intelligence metaheuristic, and an algorithm for market equilibria. We present an evaluation of the model and the experimental results show that the network potentially converges to a stable stage and the distribution of market prices adheres to power law properties.
AB - The concept of social networks in conjunction with concepts from economics has attracted considerable attention in recent years. In this paper we propose the Stochastic Diffusion Market Search (SDMS), a novel contextual advertising method for mutual advertisement hosting among participating entities, where each owns a web site. In the scenario considered each participating agent/web-site buys or sells advertising links. In the proposed method the advertising market and network that formed into the system emerge from agents preferences and their social behavior into the network. SDMS consists of a variation of Stochastic Diffusion Search, a swarm intelligence metaheuristic, and an algorithm for market equilibria. We present an evaluation of the model and the experimental results show that the network potentially converges to a stable stage and the distribution of market prices adheres to power law properties.
KW - Market mechanisms
KW - Online advertising
KW - Swarm intelligent
U2 - 10.1145/1878450.1878464
DO - 10.1145/1878450.1878464
M3 - Conference contribution
AN - SCOPUS:78650873837
SN - 9781450304030
T3 - SIGDOC 2010 - Proceedings of the 28th ACM International Conference on Design of Communication
SP - 81
EP - 87
BT - SIGDOC 2010 - Proceedings of the 28th ACM International Conference on Design of Communication
T2 - 28th ACM International Conference on Design of Communication, SIGDOC 2010
Y2 - 27 September 2010 through 29 September 2010
ER -