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Computational advertising has been studied to design efficient marketing strategies that maximize the number of acquired customers. In an increased competitive market, however, a market leader (a leader) requires the acquisition of new customers as well as the retention of her loyal customers because there often exists a competitor (a follower) who tries to attract customers away from the market leader. In this paper, we formalize a new model called the Stackelberg budget allocation game with a bipartite influence model by extending a budget allocation problem over a bipartite graph to a Stackelberg game. To find a strong Stackelberg equilibrium, a standard solution concept of the Stackelberg game, we propose two algorithms: an approximation algorithm with provable guarantees and an efficient heuristic algorithm. In addition, for a special case where customers are disjoint, we propose an exact algorithm based on linear programming. Our experiments using real-world datasets demonstrate that our algorithms outperform a baseline algorithm even when the follower is a powerful competitor.
Vehicular ad-hoc networks (VANETs) have recently attracted a lot of attention due to their immense potentials and applications. Wide range of coverage and accessibility to end users make VANETs a good target for commercial companies. In this paper, w
We study the problem of an online advertising system that wants to optimally spend an advertisers given budget for a campaign across multiple platforms, without knowing the value for showing an ad to the users on those platforms. We model this challe
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