Efficient and Effective Algorithms for Revenue Maximization in Social Advertising

Han, Kai; Wu, Benwei; Tang, Jing; Cui, Shuang; Aslay, Çiğdem; Lakshmanan, Laks V. S.

doi:10.1145/3448016.3459243

Cited by 7 publications

(2 citation statements)

References 60 publications

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“…In Han et al (2021), the authors address the problem from a different point of view. They consider a set of advertisers, each of whom has a limited budget and aims to spread a message to advertise a product.…”

Section: Cost-aware Methodsmentioning

confidence: 99%

Influence maximization in social networks: a survey of behaviour-aware methods

Zareie

Sakellariou

2023

Soc. Netw. Anal. Min.

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Social networks have become an increasingly common abstraction to capture the interactions of individual users in a number of everyday activities and applications. As a result, the analysis of such networks has attracted lots of attention in the literature. Among the topics of interest, a key problem relates to identifying so-called influential users for a number of applications, which need to spread messages. Several approaches have been proposed to estimate users’ influence and identify sets of influential users in social networks. A common basis of these approaches is to consider links between users, that is, structural or topological properties of the network. To a lesser extent, some approaches take into account users’ behaviours or attitudes. Although a number of surveys have reviewed approaches based on structural properties of social networks, there has been no comprehensive review of approaches that take into account users’ behaviour. This paper attempts to cover this gap by reviewing and proposing a taxonomy of such behaviour-aware methods to identify influential users in social networks.

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Section: Cost-aware Methodsmentioning

confidence: 99%

Influence maximization in social networks: a survey of behaviour-aware methods

Zareie

Sakellariou

2023

Soc. Netw. Anal. Min.

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“…In this paper, we study the revenue maximization problem in the context of incentivized social advertising (Aslay et al 2016;Han et al 2021). Our model involves two major players: advertiser and platform.…”

Section: Introductionmentioning

confidence: 99%

Submodular Optimization beyond Nonnegativity: Adaptive Seed Selection in Incentivized Social Advertising

Tang,

Yuan

2024

ICWSM

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Social advertising, also known as social promotion, is a method of promoting products or ideas through the use of influential individuals, known as ``seeds,'' on online social networks. Advertisers and platforms are the main players in this ecosystem, with platforms selling viral engagements, such as ``likes,'' to advertisers by inserting ads into the feeds of seeds. Seeds are given monetary incentives by the platform in exchange for their participation in the campaign, and when a follower of a seed engages with an ad, the platform receives payment from the advertiser. Specifically, at the beginning of a campaign, the advertiser submits a budget to the platform and this budget can be used for two purposes: recruiting seeds and paying for the viral engagements generated by the seeds. Note that the first part of payment goes to the seeds and the latter one is the actual revenue collected by the platform. The challenge for the platform is to select a group of seeds that will generate the most revenue within the budget constraints set by the advertiser. This problem is challenging as the objective function can be non-monotone and may take on negative values. This makes traditional methods of submodular optimization and influence maximization inapplicable. We study this problem under both non-adaptive and adaptive settings, and propose effective solutions for each scenario.

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Budgeted influence and earned benefit maximization with tags in social networks

Banerjee

Pal

2021

Soc. Netw. Anal. Min.

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Efficient and Effective Algorithms for Revenue Maximization in Social Advertising

Cited by 7 publications

References 60 publications

Influence maximization in social networks: a survey of behaviour-aware methods

Influence maximization in social networks: a survey of behaviour-aware methods

Submodular Optimization beyond Nonnegativity: Adaptive Seed Selection in Incentivized Social Advertising

Budgeted influence and earned benefit maximization with tags in social networks

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