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A game-theoretic approach to advertisement dissemination in ephemeral networks

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Abstract

In ephemeral networks, disseminating advertisements faces two dilemmatic problems: on the one hand, disseminators own the limited resources and have privacy concerns, thus, often preferring to avoid disseminating advertisements without enough incentives; Even if advertisements are disseminated, their dissemination accuracy is lower. On the other hand, false advertisements may flood in ephemeral networks if too many incentives but no punishments are given. Thus, it is a challenge to design an effective scheme to guarantee rational disseminators have sufficient impetus to forward true advertisements to the interested consumers and report false advertisements, despite facing the limitation of resources and the risk of privacy leakage. To solve this problem, in this paper, a bargaining-based scheme is proposed to motive disseminators to forward the true advertisements to the interested node and a semi-grim policy is designed for punishing the disseminators who releases and disseminates false advertisements. Acknowledging the assumption of incomplete information, a repeated dissemination game is proposed to help disseminators to decide whether to forward advertisements or report false advertisements. Simulation results demonstrate that our scheme not only provides disseminators a strong impetus to disseminate the advertisements with higher dissemination accuracy, but also effectively prevents disseminators from forwarding false advertisements.

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Notes

  1. http://mobileadvertisingwatch.com/global-mobile-advertising-market-could-reach-269-billion-by-2024-23518 http://mobileadvertisingwatch.com/global-mobile-advertising-market-could-reach-269-billion-by-2024-23518

  2. http://www.independent.co.uk/news/world/middle-east/isis-using-whatsapp-telegram-sell-sex-slaves-iraq-facebook-a7125551.html http://www.independent.co.uk/news/world/middle-east/isis-using-whatsapp-telegram-sell-sex-slaves-iraq-facebook-a7125551.html

  3. http://www.independent.co.uk/news/world/middle-east/isis-price-list-for-child-slaves-confirmed-as-genuine-by-un-official-zainab-bangura-10437348.html http://www.independent.co.uk/news/world/middle-east/isis-price-list-for-child-slaves-confirmed-as-genuine-by-un-official-zainab-bangura-10437348.html

  4. http://www.iraqinews.com/features/exclusive-isis-document-sets-prices-christian-yazidi-slaves

  5. Every advertisement maintains a list of all disseminators. A dissemination path of an advertisement for a disseminator refers to the path constructed by all disseminators from the first disseminator to the last disseminator.

  6. Uniform distribution is widely used in the bargain-based game [6].

  7. In our scheme, an encounter between two disseminators is called a period

  8. Dissemination accuracy is the level that an advertisement is forwarded to an interested disseminator

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Acknowledgments

This work was supported by the Strategic Priority Research Program of the Chinese Academy of Sciences (XDA06030200), the National key research and development program of China (2016YFB0800700), the National Natural Science Foundation of China (U1401251, 61502489).

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Authors and Affiliations

  1. State Key Laboratory of Information Security, Institute of Information Engineering, Chinese Academy of Sciences, Beijing, China

    Lihua Yin, Yunchuan Guo, Fenghua Li & Yanwei Sun

  2. Guangxi Key Laboratory of Trusted Software, Guilin University of Electronic Technology, Guilin, 541004, China

    Junyan Qian

  3. National University of Defense Technology, Changsha, 410073, China

    Junyan Qian

  4. Lulea University of Technology, Lulea, Sweden

    Athanasios Vasilakos

Authors
  1. Lihua Yin
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  2. Yunchuan Guo
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  3. Fenghua Li
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  4. Yanwei Sun
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  5. Junyan Qian
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  6. Athanasios Vasilakos
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Correspondence to Yunchuan Guo.

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Yin, L., Guo, Y., Li, F. et al. A game-theoretic approach to advertisement dissemination in ephemeral networks. World Wide Web 21, 241–260 (2018). https://doi.org/10.1007/s11280-017-0432-6

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