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

Darja Krushevskaja; S. Muthukrishnan

doi:10.1007/978-3-642-45030-3_1

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

Darja Krushevskaja, S. Muthukrishnan

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English (US)
Title of host publication	Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings
Pages	1-10
Number of pages	10
DOIs	https://doi.org/10.1007/978-3-642-45030-3_1
State	Published - 2013
Event	24th International Symposium on Algorithms and Computation, ISAAC 2013 - Hong Kong, China Duration: Dec 16 2013 → Dec 18 2013

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	8283 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	24th International Symposium on Algorithms and Computation, ISAAC 2013
Country/Territory	China
City	Hong Kong
Period	12/16/13 → 12/18/13

ASJC Scopus subject areas

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-642-45030-3_1

Cite this

Krushevskaja, D., & Muthukrishnan, S. (2013). Market approach to social ads: The MyLikes example and related problems. In Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings (pp. 1-10). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 8283 LNCS). https://doi.org/10.1007/978-3-642-45030-3_1

Market approach to social ads: The MyLikes example and related problems. / Krushevskaja, Darja; Muthukrishnan, S.
Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings. 2013. p. 1-10 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 8283 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Krushevskaja, D & Muthukrishnan, S 2013, Market approach to social ads: The MyLikes example and related problems. in Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 8283 LNCS, pp. 1-10, 24th International Symposium on Algorithms and Computation, ISAAC 2013, Hong Kong, China, 12/16/13. https://doi.org/10.1007/978-3-642-45030-3_1

Krushevskaja D, Muthukrishnan S. Market approach to social ads: The MyLikes example and related problems. In Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings. 2013. p. 1-10. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-642-45030-3_1

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

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