Screen real estate ownership based mechanism for negotiating advertisement display
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As popularity of online video grows, a number of models of advertising are emerging. It is typically the brokers – usually the operators of websites – who maintain the balance between content and advertising. Existing approaches focus primarily on personalizing advertisements for viewer segments, with minimal decision-making capacity for individual viewers. We take a resource ownership view on this problem. We view consumers’ attention space, which can be abstracted as a display screen for an engaged viewer, as precious resource owned by the viewer. Viewers pay for the content they wish to view in dollars, as well as in terms of their attention. Speciﬁcally, advertisers may make partial payment for a viewer’s content, in return for receiving the viewer’s attention to their advertising. Our approach, named “FlexAdSense”, is based on CyberOrgs model, which encapsulates distributed owned resources for multi-agent computations. We build a market of viewers’ attention space in which advertisers can trade, just as viewers can trade in a market of content. We have developed key mechanisms to give viewers ﬂexible control over the display of advertisements in real time. Speciﬁc policies needed for automated negotiations can be plugged-in. This approach relaxes the exclusivity of the relationship between advertisers and brokers, and empowers viewers, enhancing their viewing experience. This thesis presents the rationale, design, implementation, and evaluation of FlexAdSense. Feature comparison with existing advertising mechanisms shows how FlexAdSense enables viewers to control with ﬁne-grained ﬂexibility. Experimental results demonstrate the scalability of the approach, as the number of viewers increases. A preliminary analysis of user overhead illustrates minimal attention overhead for viewers as they customize their policies.
DegreeMaster of Science (M.Sc.)
CommitteeLudwig, Simon; Mcquillan, Ian; Delbaere, Marjorie
Copyright DateOctober 2009