Abishek Salaria

Dildar Ali, Ansh Jasrotia, Abishek Salaria et al.

How to utilize an allocated budget effectively for branding and promotion of a commercial house is an important problem, particularly when multiple advertising media are available. There exist multiple such media, and among them, two popular ones are billboards and social media advertisements. In this context, the question naturally arises: how should a budget be allocated to maximize total influence? Although there is significant literature on the effective use of budgets in individual advertising media, there are hardly any studies examining budget allocation across multiple advertising media. To bridge this gap, this paper introduces the \textsc{Budget Splitting Problem in Billboard and Social Network Advertisement}. We introduce the notion of \emph{interaction effect} to capture the additional influence due to triggers from multiple media of advertising. Using this notion, we propose a noble influence function $Φ(,)$ that captures the total influence and shows that this function is non-negative, monotone, and non-bisubmodular. We introduce \emph{bi-submodularity ratio $(γ)$} and \emph{generalized curvature $(α)$} to measure how close a function is to being bi-submodular and how far a function is from being modular, respectively. We propose the Randomized Greedy and Two-Phase Adaptive Greedy approach, where the influence function is non-bisubmodular and achieves an approximation guarantee of $\frac{1}α\left(1-e^ {-γα} \right)$. We conducted several experiments using real-world datasets and observed that the proposed solution approach's budget splitting leads to a greater influence than existing approaches.

Dildar Ali, Abishek Salaria, Ansh Jasrotia et al.

Recently, out-of-home advertising has become a popular marketing technique, due to its higher return on investment. E-commerce houses approach the influence provider to achieve effective advertising through their tags (advertising content), influence demand, and budgets. The influence provider's goal will be to make proper tag allocations, meet the required influence demand within the budget constraint, and minimize total regret. We formalize this as a combinatorial optimization problem and refer to it as \textsc{Tag-specific Regret Minimization in Outdoor Advertising (TRMOA)}. We show that TRMOA is NP-hard and inapproximable within a constant factor. The regret model we consider is non-monotone and non-submodular, and the simple greedy approach is ineffective. We introduce a fairness-aware greedy round-robin approach that reduces regret with balanced allocation across advertisers. To improve, we also introduce randomized greedy and local search algorithms. We have experimented with all the methodologies using real-world trajectory and billboard datasets to show the effectiveness and efficiency of the solution methodologies.