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Tolerance-Oriented Wi-Fi Advertisement Scheduling: A Near Optimal Study on Accumulative User Interests

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Abstract

While public Wi-Fi hotspots provide ubiquitous Internet access to mobile users, they can also generate revenues for venue owners and mobile advertisers by disseminating advertisements. There have been some research efforts in promoting Wi-Fi monetization from different perspectives, but most of them ignore users’ tolerance towards watching advertisements. Indeed, tolerance plays a fundamental role in Wi-Fi advertising, as it directly influences the effectiveness of advertisements and the long-term profits of advertisers. To address this issue, we study Wi-Fi advertisement scheduling by considering both the tolerance of users in viewing advertisements and resource constraints of Wi-Fi hotspots for broadcasting advertisements. With the goal of maximizing the overall accumulative interests of users, we formulate a mixed integer programming problem for Wi-Fi advertisement scheduling. We prove that the objective function of this problem is monotone and submodular, subject to a knapsack constraint and a partition matroid constraint. On this basis, we solve it by proposing a novel greedy swap algorithm, which has a \(\frac {{1-{e^{-2}}}}{2}\)-approximation performance guarantee. Through extensive synthetic and trace-driven evaluations, we show that the proposed algorithm effectively improves users’ interests towards different Wi-Fi advertisements and achieves robust results near to the optimal solution.

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Acknowledgements

The preliminary version of this paper was published in IEEE Global Internet (GI) Symposium 2021 in conjunction with IEEE International Conference on Computer Communications (INFOCOM 2021).

This research is partially supported by the National Natural Science Foundation of China under Grant No. 62002377, 62072424, 61772546, 61625205, 61632010, 61751211, 61772488, 61520106007, Key Research Program of Frontier Sciences, CAS, No. QYZDY-SSW- JSC002, NSFC with No. NSF ECCS-1247944, and NSF CNS 1526638, in part by the National key research and development plan No. 2017YFB0801702, 2018YFB1004704.

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Authors and Affiliations

  1. College of Communication Engineering, Army Engineering University of PLA, Nanjing, China

    Wanru Xu & Chang Tian

  2. Academy of Military Science, Beijing, China

    Xiaochen Fan & Wei Tao

  3. National University of Defense Technology, Hefei, China

    Tao Wu

  4. Aeronautics Engineering College, Air Force Engineering University of PLA, Xi’an, China

    Yue Xi

  5. School of Computer Science and Technology, University of Science and Technology of China, Hefei, Anhui, China

    Panlong Yang

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  1. Wanru Xu
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  2. Xiaochen Fan
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  3. Tao Wu
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  4. Wei Tao
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  7. Chang Tian
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Correspondence to Xiaochen Fan or Tao Wu.

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Xu, W., Fan, X., Wu, T. et al. Tolerance-Oriented Wi-Fi Advertisement Scheduling: A Near Optimal Study on Accumulative User Interests. Mobile Netw Appl 26, 2242–2257 (2021). https://doi.org/10.1007/s11036-021-01849-8

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