طراحی مکانیزم تشویقی پاداش داده برای استفاده کاربران از محتوای تبلیغاتی با در نظر گرفتن اثرات شبکه

نوع مقاله : مقاله برق

نویسندگان

1 دانشجوی کارشناسی ارشد، دانشکده مهندسی برق و کامپیوتر، دانشکدگان فنی، دانشگاه تهران

2 دانشجوی دکتری، دانشکده مهندسی برق و کامپیوتر، دانشکدگان فنی، دانشگاه تهران

3 دانشیار، دانشکده مهندسی برق و کامپیوتر، دانشکدگان فنی، دانشگاه تهران

چکیده

پاداش داده یک مدل کسب و کار جدید است که منجر به یک روند اقتصادی در شبکه‌های تلفن‌همراه می‌شود. در این طرح، تبلیغ‌کننده به کاربران تلفن‌همراه انگیزه می‌دهد تا تبلیغات را تماشا و در عوض، پاداشی به صورت داده تلفن‌همراه دریافت کنند. در این کار تعامل بین تبلیغ‌کننده‌‌ای که از کاربران اطلاعات نامتقارن دارد، و کاربرانی که تحت یک شبکه زیربنایی با یکدیگر در ارتباط هستند را با استفاده از رویکرد نظریه قرارداد مدل‌سازی می‌کنیم. سپس، شرایط لازم و کافی برای یک قرارداد بهینه و عملی را بدست می‌آوریم، به طوریکه هم باعث ایجاد انگیزه در کاربران برای شرکت در طرح پاداش داده شود و هم آن‌ها را ترغیب به اعلام صادقانه اطلاعاتشان کند. فرمول‌بندی این قرارداد، به صورت یک مسئله بهینه‌سازی مقیدِ غیرمحدب می‌باشد. با استفاده از لم‌ها و گزاره‌هایی، مسئله بهینه‌سازی اولیه که حل آن چالش برانگیز است را به صورت یک مسئله بهینه‌سازی با قیود محدب فرمول‌بندی کرده و اثبات می‌کنیم که این دو مسئله دقیقا معادل یکدیگر هستند. در نهایت، با ارزیابی‌های عددی گسترده‌، کارایی عملکرد طرح پاداش داده را در مقایسه با طرح‌های معیار، نشان می‌دهیم.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing an Incentive Mechanism to Reward Users for Advertising Content Usage Considering Network Effects

نویسندگان [English]

  • Hamed Kebriaei 1
  • Alireza Baneshi 2
  • Mina Montazeri 3
1 MSc Student, School of Electrical and Computer Engineering, College of Engineering, University of Tehran, Tehran, Iran
2 PhD Student, School of Electrical and Computer Engineering, College of Engineering, University of Tehran, Tehran, Iran
3 Associate Professor, School of Electrical and Computer Engineering, College of Engineering, University of Tehran, Tehran, Iran
چکیده [English]

Data rewarding is a novel business model that leads to an economic trend in mobile networks. In this scheme, the advertiser incentivizes users to watch ads and, in return, receive a reward in the form of mobile data. In this work, we model the interaction between an advertiser who has asymmetric information about users and users who are connected to each other under an underlying network, using the contract theory approach. Then, we obtain the necessary and sufficient conditions for an optimal and practical contract to motivate users to participate in the reward scheme and encourage them to declare their information truthfully. The formulation of this contract is a non-convex-constrained optimization problem. Using lemmas and propositions, we formulate the initial optimization problem that is challenging to solve as an optimization problem with convex constraints and prove that these two problems are equivalent to each other. Finally, with extensive numerical evaluations, we demonstrate the performance efficiency of the data rewarding scheme compared to benchmark schemes.

کلیدواژه‌ها [English]

  • Asymmetric information
  • Contract theory
  • Data rewarding
  • Incentive compatibility
  • Network effects

مراجع

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مدل سازی در مهندسی
دوره 22، شماره 78
در حال تکمیل شدن
آبان 1403
صفحه 259-273

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سابقه مقاله

  • تاریخ دریافت: 03 فروردین 1402
  • تاریخ بازنگری: 19 اسفند 1402
  • تاریخ پذیرش: 20 اسفند 1402

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