Integrating Computational Advertising with Guaranteed Display for Enhanced Performance in Wi-Fi Marketing
Year: 2025
Type: conference-paper
Abstract: Wi-Fi Marketing effectively engages potential customers by displaying advertisements before granting internet access through public or business Wi-Fi hotspots.However, the increasing number of advertising campaigns complicates resource allocation, necessitating optimized ad placement to achieve campaign goals while minimizing disruptions to the user experience.This paper examines principles of efficient resource allocation in Wi-Fi Marketing, focusing on fairness, demand optimization, and user satisfaction.We propose an allocation model that formalizes advertising contracts between advertisers and publishers managing Wi-Fi infrastructure, incorporating ad supply, ad requests, and contractual terms.The model employs an objective function to balance fairness, penalize unmet requirements, and maximize user engagement, while adhering to constraints such as minimum impressions and resource limits.Additionally, we introduce mathematical formulations to strategically distribute advertisements, ensuring quota fulfillment and catering to diverse audience segments.The proposed framework not only enhances campaign performance but also maintains a seamless and positive user experience.By implementing these principles and the proposed model, Wi-Fi Marketing can effectively manage resource allocation complexities, thereby maximizing the impact of advertising efforts.
DOI: 10.15439/2024r109
Authors: Bach Pham Ngoc, Linh Nguyen Duy, Bao Bui Quoc, Nhat Nguyen Hoang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410513359