Efficient Pay-per-node Diffusions
16 Agosto 2012 ·
- Quem: Bruno Ribeiro
- Onde: FGV -- Praia de Botafogo, 190, sala 317
- Quando: 16 de Agosto de 2012 às 10:00h
Diffusion processes crawl networks visiting nodes through their edges. There are a number of different types of network diffusions (and models). Viruses and Web crawlers are just two types of such diffusions. The social network - the graph of relationships and interactions within a group of individuals - plays a fundamental role as a medium for the spread of information, ideas, and influence among its members. An important type of diffusion, which we call pay-per-node diffusion, has received little attention in the literature. In pay-per-node diffusions, visiting a node has a fixed cost but accessing the list of neighbors comes for free with the node visit. To illustrate, consider the following example. Facebook marketeers rely on “word-of-mouth” advertisement to reach their costumers, also known as viral marketing campaigns. For an ad to reach all friends of a given Facebook user, this user must post the ad on his or her Facebook wall for his or her friends to see. The ad gives incentives (discounts) to new users for placing similar ads on their walls, thus luring users to spread ad campaign like an epidemic. The campaign goal is to reach the most number of users (paid users and their friends) constrained to a fixed budget (maximum number of paid users). In this talk I present a first look at pay-per-node diffusions on finite graphs. First we see that finite graph effects must not be ignored, even for large graphs (e.g., Facebook). Focusing our interest on flat-priced pay-per-node diffusions, where the price of enrolling a node in the diffusion is the same for all nodes, we study the efficacy of well known diffusions in the pay-per-node setting and uncover key factors that make them efficient.
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