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dc.contributor.advisorJamali, Nadeemen_US
dc.creatorZhang, Yueen_US
dc.date.accessioned2009-10-19T17:27:04Zen_US
dc.date.accessioned2013-01-04T05:01:35Z
dc.date.available2010-10-22T08:00:00Zen_US
dc.date.available2013-01-04T05:01:35Z
dc.date.created2009-10en_US
dc.date.issued2009-10en_US
dc.date.submittedOctober 2009en_US
dc.identifier.urihttp://hdl.handle.net/10388/etd-10192009-172704en_US
dc.description.abstractAs 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.en_US
dc.language.isoen_USen_US
dc.subjectCyberorgsen_US
dc.subjectOnline videoen_US
dc.subjectAttention resourceen_US
dc.subjectAgenten_US
dc.titleScreen real estate ownership based mechanism for negotiating advertisement displayen_US
thesis.degree.departmentComputer Scienceen_US
thesis.degree.disciplineComputer Scienceen_US
thesis.degree.grantorUniversity of Saskatchewanen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Science (M.Sc.)en_US
dc.type.materialtexten_US
dc.type.genreThesisen_US
dc.contributor.committeeMemberLudwig, Simonen_US
dc.contributor.committeeMemberMcquillan, Ianen_US
dc.contributor.committeeMemberDelbaere, Marjorieen_US


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