Market approach to social ads: The MyLikes example and related problems

Darja Krushevskaja, S. Muthukrishnan

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    A potential way to advertise on social networks is to rely on word of mouth. What is a market approach to word of mouth social advertising? We describe an example: MyLikes, which is a new advertising platform. It lets anyone on a social network be a "publisher" of advertisements (ads). It provides a matching market so advertisers can find social publishers to advertise their products. Further, interestingly, it lets the social publishers modify the ad. As a result, a single base ad may be morphed into many. MyLikes lets publishers broadcast and communicate the ads to others in their social network. Finally, it provides a mechanism for advertisers to pay the publishers based on engagement of the social users with the ads. We describe research problems that emerge in such a marketplace for social ads.

    Original languageEnglish (US)
    Title of host publicationAlgorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings
    Pages1-10
    Number of pages10
    DOIs
    StatePublished - 2013
    Event24th International Symposium on Algorithms and Computation, ISAAC 2013 - Hong Kong, China
    Duration: Dec 16 2013Dec 18 2013

    Publication series

    NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
    Volume8283 LNCS
    ISSN (Print)0302-9743
    ISSN (Electronic)1611-3349

    Conference

    Conference24th International Symposium on Algorithms and Computation, ISAAC 2013
    CountryChina
    CityHong Kong
    Period12/16/1312/18/13

    ASJC Scopus subject areas

    • Theoretical Computer Science
    • Computer Science(all)

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