Abstract
Influence Maximization (IM) consists in finding in a network the top-k influencers who will maximize the diffusion of information. However, the exponential growth of online advertisement is due to Real-Time Bidding (RTB) which targets users on webpages. It requires complex ad placement decisions in real-time to face a high-speed stream of users. In order to stay relevant, the IM problem should be updated to answer RTB needs. While traditional IM generates a static set of influencers, they do not fit with an RTB environment which requires dynamic influence targeting. This paper proposes RTIM, the first IM algorithm capable of targeting users in a RTB environment. We also analyze influence scores of users in several social networks and provide a thorough experimental process to compare static versus dynamic IM solutions.
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Notes
- 1.
Our model is not a Markov chain since the sum of a column can exceed 1.
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This work was supported by Kwanko.
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Dupuis, D., du Mouza, C., Travers, N., Chareyron, G. (2019). RTIM: A Real-Time Influence Maximization Strategy. In: Cheng, R., Mamoulis, N., Sun, Y., Huang, X. (eds) Web Information Systems Engineering – WISE 2019. WISE 2020. Lecture Notes in Computer Science(), vol 11881. Springer, Cham. https://doi.org/10.1007/978-3-030-34223-4_18
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