TY - GEN
T1 - Market approach to social ads
T2 - 24th International Symposium on Algorithms and Computation, ISAAC 2013
AU - Krushevskaja, Darja
AU - Muthukrishnan, S.
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84893419872&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84893419872&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-45030-3_1
DO - 10.1007/978-3-642-45030-3_1
M3 - Conference contribution
AN - SCOPUS:84893419872
SN - 9783642450297
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 1
EP - 10
BT - Algorithms and Computation - 24th International Symposium, ISAAC 2013, Proceedings
Y2 - 16 December 2013 through 18 December 2013
ER -