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 viewers content, in return for receiving the viewers attention to their advertising. Our approach, named FlexAdSense, is based on CyberOrgs model, which encapsulates distributed owned resources for multi-agent computations.<p>
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.<p>
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.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:SSU.etd-10192009-172704 |
| Date | 22 October 2009 |
| Creators | Zhang, Yue |
| Contributors | Jamali, Nadeem, Ludwig, Simon, Mcquillan, Ian, Delbaere, Marjorie |
| Publisher | University of Saskatchewan |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://library.usask.ca/theses/available/etd-10192009-172704/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to University of Saskatchewan or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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