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Seminar
Department of Systems Engineering and Engineering Management
The Chinese
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Title |
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Advertising over Social Networks: A Game Theory
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Speaker |
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Ms. Qi Qi |
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Dept. of Management Science and Engineering |
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Date |
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Jan. 18th, 2012 (Wednesday) |
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Time |
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4:30 p.m. - 5:30 p.m. |
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Venue |
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Room 513 |
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William M.W. Mong Engineering
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(Engineering Building Complex Phase 2) |
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CUHK |
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Abstract:
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It has been a challenge to build a successful mechanism
for social network advertising while search advertising has enjoyed rich literatures.
In this talk, I explore the differences between these two types of
advertising and propose a solution for social network advertising including
allocation and pricing protocols and polynomial time implementable property.
First, I discuss some key concepts in search engine advertising, including
its successful business model, the allocation and pricing rules used on major
search engines, the forward looking Nash equilibrium that I proposed and its
applications, as well as the relationship with the VCG protocol. Next, I
consider the issues and the corresponding solution in social networks. I
propose a concept of forwarding power. Based on this concept, I develop a
polynomial time algorithm to find a revenue maximization solution by convex
optimization. Further, I develop the pricing rule utilizing the revenue
maximization problem by incentive analysis, and prove the truthfulness of the
mechanism. I will conclude this talk with my future research goals. |
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Biography:
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Qi Qi
received the B.S. degree in Mathematics and Mphil
degree in Computer Science from City University of Hong Kong. She currently is
a Ph.D. candidate in the department of Management Science and Engineering at |
************************* ALL ARE WELCOME ************************
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Host |
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Prof. Duan Li |
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Tel |
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(852)
3943-8316/8323 |
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Enquiries |
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Prof. Nan Chen or Prof. Sean X. Zhou |
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Department of Systems Engineering and Engineering
Management |
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CUHK |
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Website |
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