【摘要】：移動(dòng)廣告的分發(fā)效果對(duì)于廣告商和用戶來說都是相當(dāng)重要的事情.目前對(duì)于高效率的廣告分發(fā)特別是對(duì)用戶的軌跡和預(yù)算的研究較為匱乏.為了獲得有效可行的移動(dòng)廣告分發(fā)策略,提出了以位置為中心的移動(dòng)眾包網(wǎng)絡(luò)的概念,代替?zhèn)鹘y(tǒng)的以用戶為中心的網(wǎng)絡(luò)和平臺(tái),其中,位置信息對(duì)于廣告分發(fā)起到至關(guān)重要的作用.為此重點(diǎn)研究考慮有興趣區(qū)域的覆蓋(interested area coverage,IAC)策略下的移動(dòng)廣告用戶選擇問題.對(duì)于以位置為中心的研究需要考慮每個(gè)用戶的時(shí)空特性,并需要有效地計(jì)算有興趣的覆蓋區(qū)域,資金預(yù)算的約束使這一問題更加難以解決.為應(yīng)對(duì)上述挑戰(zhàn),首先,考慮到對(duì)位置敏感的移動(dòng)廣告應(yīng)用程序時(shí),提出了被證明是NP-hard的有預(yù)算約束的用戶選擇問題;其次,對(duì)問題的子模特性進(jìn)行了探究,提出了一個(gè)簡(jiǎn)單而有效的具有近似比為(1-1e)的啟發(fā)式算法;最后,大量的仿真結(jié)果表明,該方案使移動(dòng)廣告的傳播效應(yīng)有效提高了120%.
[Abstract]:The distribution effect of mobile advertising is very important to advertisers and users. At present, the research on efficient advertising distribution, especially on the user's trajectory and budget, is scarce. In order to obtain effective and feasible mobile advertising distribution strategy, the concept of location-centric mobile crowdsourcing network is proposed to replace the traditional user-centric network and platform. Location information plays an important role in advertising distribution. This paper focuses on the selection of mobile advertising users under the covering (interested area coverage,IAC (region of interest) strategy. The location-centered research needs to take into account the space-time characteristics of each user and to effectively calculate the coverage area of interest. The constraint of financial budget makes the problem more difficult to solve. To meet the above challenges, first of all, when considering location-sensitive mobile advertising applications, the problem of user selection, which proved to be a budget constraint for NP-hard, is proposed. Secondly, a simple and effective heuristic algorithm with approximate ratio of (1-1e) is proposed. Finally, a large number of simulation results show that the scheme can effectively improve the propagation effect of mobile advertising 120%.
【作者單位】： 解放軍理工大學(xué)通信工程學(xué)院;
【基金】：國(guó)家自然科學(xué)基金重點(diǎn)項(xiàng)目(61232018) 江蘇省自然科學(xué)基金杰出青年基金(BK20150030)資助
【分類號(hào)】：F713.8;TN929.5;TP301.6

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本文編號(hào)：2353627