research-article

Advertising in a stream

Authors:

Mohammad Mahdian,

Sergei VassilvitskiiAuthors Info & Claims

WWW '14: Proceedings of the 23rd international conference on World wide web

Pages 29 - 38

https://doi.org/10.1145/2566486.2568030

Published: 07 April 2014 Publication History

Abstract

One of the most important innovations of social networking websites is the notion of a "feed", a sequence of news items presented to the user as a stream that expands as the user scrolls down. The common method for monetizing such streams is to insert ads in between news items. In this paper, we model this setting, and observe that allocation and pricing of ad insertions in a stream poses interesting algorithmic and mechanism design challenges. In particular, we formulate an optimization problem that captures a typical stream ad placement setting. We give an approximation algorithm for this problem that provably achieves a value close to the optimal, and show how this algorithm can be turned into an incentive compatible mechanism. Finally, we conclude with a simple practical algorithm that makes the allocation decisions in an online fashion. We prove this algorithm to be approximately welfare-maximizing and show that it also has good incentive properties.

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Cited By

Wang HTu SGionis ANejdl WAuer SCha MMoens MNajork M(2025)Sequential Diversification with Provable GuaranteesProceedings of the Eighteenth ACM International Conference on Web Search and Data Mining10.1145/3701551.3703531(345-353)Online publication date: 10-Mar-2025
https://dl.acm.org/doi/10.1145/3701551.3703531
Ran DZheng WLi YBian KZhang JDeng XPelachaud CTaylor MFaliszewski PMascardi V(2022)Revenue and User Traffic Maximization in Mobile Short-Video AdvertisingProceedings of the 21st International Conference on Autonomous Agents and Multiagent Systems10.5555/3535850.3535972(1092-1100)Online publication date: 9-May-2022
https://dl.acm.org/doi/10.5555/3535850.3535972
Shi YKim JZhao Y(2022)How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising MarketJournal of Advertising10.1080/00913367.2022.202684352:2(229-246)Online publication date: 5-Apr-2022
https://doi.org/10.1080/00913367.2022.2026843
Show More Cited By

Index Terms

Advertising in a stream
1. Applied computing
  1. Law, social and behavioral sciences
    1. Economics
2. Theory of computation
  1. Design and analysis of algorithms

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Information & Contributors

Information

Published In

cover image ACM Other conferences

WWW '14: Proceedings of the 23rd international conference on World wide web

April 2014

926 pages

ISBN:9781450327442

DOI:10.1145/2566486

General Chair:
Chin-Wan Chung
Korea Advanced Institute of Science and Technology, Korea
,
Program Chairs:
Andrei Broder
Google Inc., USA
,
Kyuseok Shim
Seoul National University, Korea
,
Torsten Suel
New York University, USA

Copyright © 2014 Copyright is held by the International World Wide Web Conference Committee (IW3C2).

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IW3C2: International World Wide Web Conference Committee

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SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 07 April 2014

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WWW '14

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IW3C2

WWW '14: 23rd International World Wide Web Conference

April 7 - 11, 2014

Seoul, Korea

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WWW '14 Paper Acceptance Rate 84 of 645 submissions, 13%;

Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Cited By

Wang HTu SGionis ANejdl WAuer SCha MMoens MNajork M(2025)Sequential Diversification with Provable GuaranteesProceedings of the Eighteenth ACM International Conference on Web Search and Data Mining10.1145/3701551.3703531(345-353)Online publication date: 10-Mar-2025
https://dl.acm.org/doi/10.1145/3701551.3703531
Ran DZheng WLi YBian KZhang JDeng XPelachaud CTaylor MFaliszewski PMascardi V(2022)Revenue and User Traffic Maximization in Mobile Short-Video AdvertisingProceedings of the 21st International Conference on Autonomous Agents and Multiagent Systems10.5555/3535850.3535972(1092-1100)Online publication date: 9-May-2022
https://dl.acm.org/doi/10.5555/3535850.3535972
Shi YKim JZhao Y(2022)How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising MarketJournal of Advertising10.1080/00913367.2022.202684352:2(229-246)Online publication date: 5-Apr-2022
https://doi.org/10.1080/00913367.2022.2026843
Gharibshah ZZhu X(2021)User Response Prediction in Online AdvertisingACM Computing Surveys10.1145/344666254:3(1-43)Online publication date: 8-May-2021
https://dl.acm.org/doi/10.1145/3446662
Tang SYuan JMookerjee VMelodia TEkici EAbouzeid AChen M(2020)Optimizing ad allocation in mobile advertisingProceedings of the Twenty-First International Symposium on Theory, Algorithmic Foundations, and Protocol Design for Mobile Networks and Mobile Computing10.1145/3397166.3409139(181-190)Online publication date: 11-Oct-2020
https://dl.acm.org/doi/10.1145/3397166.3409139
Bron MZhou KHaines ALalmas M(2019)Uncovering Bias in Ad Feedback Data Analyses & Applications✱Companion Proceedings of The 2019 World Wide Web Conference10.1145/3308560.3317304(614-623)Online publication date: 13-May-2019
https://dl.acm.org/doi/10.1145/3308560.3317304
Gamzu IKoutsopoulos I(2018)Advertisement Allocation and Mechanism Design in Native Stream AdvertisingComplex Networks and Their Applications VII10.1007/978-3-030-05414-4_16(197-210)Online publication date: 5-Dec-2018
https://doi.org/10.1007/978-3-030-05414-4_16
Sumita HKawase YFujita SFukunaga T(2017)Online optimization of video-ad allocationProceedings of the 26th International Joint Conference on Artificial Intelligence10.5555/3171642.3171703(423-429)Online publication date: 19-Aug-2017
https://dl.acm.org/doi/10.5555/3171642.3171703
Koutsopoulos IChen YSirivianos M(2016)Optimal advertisement allocation in online social media feedsProceedings of the 8th ACM International Workshop on Hot Topics in Planet-scale mObile computing and online Social neTworking10.1145/2944789.2944791(43-48)Online publication date: 5-Jul-2016
https://dl.acm.org/doi/10.1145/2944789.2944791
Koutsopoulos ISpentzouris P(2016)Native Advertisement Selection and Allocation in Social Media Post FeedsEuropean Conference on Machine Learning and Knowledge Discovery in Databases - Volume 985110.1007/978-3-319-46128-1_37(588-603)Online publication date: 19-Sep-2016
https://dl.acm.org/doi/10.1007/978-3-319-46128-1_37
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