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April 09, 2007
Literature Review - Auction Mechanisms for Public Displays
This paper is an example of the direction we fear public displays will be going. It presents a model for optimizing advertising impressions based on identifying people using their Bluetooth devices. The basic concept is pretty intuitive, identify people using their Bluetooth devices, keep track of which advertisements they have been exposed to, and then optimize the advertisement display so that most of the people in the environment see a new ad.
Auction Mechanisms for Efficient Advertisement on Public Displays (Payne, David et al. 2006)The authors describe auction mechanisms for optimizing advertisement selection on public displays. They discuss how they can passively identify people who are near the display by scanning for Bluetooth devices. Once people near the display are identified they can determine if particular users have seen an advertisement before, and use that knowledge to display the advertisement that has been seen the less by the community of users around the display. Their contribution is a novel method of passively identifying users near the display (Bluetooth scanning), and developing auction mechanisms to optimize the display of ads based on people near the display. They show empirically that showing ads based on knowledge of the target audiences viewing experience is far more effective then randomly display ads, or displaying ads using a simple round robin technique. Their findings are pretty obvious, but this paper is one of the first to discuss any auction mechanisms for public displays.
Payne, T., E. David, et al. (2006). Auction Mechanisms for Efficient Advertisement Selection on Public Displays. Proceedings of European Conference on Artificial Intelligence.
Posted by bcx at April 9, 2007 09:50 PM