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Targeted advertising is a growing area of interest in both business and research community. In mobile communications, related research works focus on the collection of user's personal information by the mobile apps, protection against such data collection, and the implications of additional traffic generated by the ads on the mobile device resource utilization. In this work, we present a novel analysis...
We consider a simple two-sided market model of an Internet Service (access) Provider (ISP) and Content Provider (CP, over commodity Internet access) on a platform of user-demand. Though the model does not consider provider competition and resource congestion, it does consider advertising revenue, multiple ISP service classes, separate price sensitives for each provider type, and side-payments from...
We propose a model for native online advertising, a recent technique able to safeguard user's online experience and yet greatly accelerate the virality of a content. As of now, the cost of native advertisement represents a high entrance barrier for potential customers of advertisement hosts. In this paper, we argue that cooperative schemes can lower this entrance barrier. In fact, when different content...
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