Proceedings of the 2024 Ninth International Conference on Research in Intelligent Computing in Engineering

DOI: http://dx.doi.org/10.15439/2024R109

Citation: Proceedings of the 2024 Ninth International Conference on Research in Intelligent Computing in Engineering, Vijender Kumar Solanki, Tran Duc Tan, Pradeep Kumar, Manuel Cardona (eds). ACSIS, Vol. 42, pages 63–69 (2024)

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Abstract. Wi-Fi Marketing effectively engages potential customers by displaying advertisements before granting internetaccess through public or business Wi-Fi hotspots. However, theincreasing number of advertising campaigns complicates resourceallocation, necessitating optimized ad placement to achieve campaign goals while minimizing disruptions to the user experience.This paper examines principles of efficient resource allocationin Wi-Fi Marketing, focusing on fairness, demand optimization,and user satisfaction. We propose an allocation model thatformalizes advertising contracts between advertisers and publishers managing Wi-Fi infrastructure, incorporating ad supply, adrequests, and contractual terms. The model employs an objectivefunction to balance fairness, penalize unmet requirements, andmaximize user engagement, while adhering to constraints suchas minimum impressions and resource limits. Additionally, weintroduce mathematical formulations to strategically distributeadvertisements, ensuring quota fulfillment and catering to diverse audience segments. The proposed framework not onlyenhances campaign performance but also maintains a seamlessand positive user experience. By implementing these principlesand the proposed model, Wi-Fi Marketing can effectively manageresource allocation complexities, thereby maximizing the impactof advertising efforts.

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