Madvertiser: a System for Mobile Advertising in Mobile Peer-to-Peer Environments

Mobile advertising provides an opportunity to connect with consumers on a personal level, with ads that reflect their on-the-go need states and moments of decision. Mobile advertising systems thus have attracted much attention in both research and practice in recent years. In this research, we designed a novel system to provide peer-to-peer mobile ads. By using the designed system, a point of interest can send out an ad to a mobile user who is close by. When two mobile users are within a certain distance, their ads may be exchanged. In this research, we therefore propose approaches for mobile peers to exchange their ads and develop an incentive model for encouraging people share their data. We preliminarily evaluate the performance of the designed system by using simulation approach. Through simulated experiments, it was shown that the proposed system can distribute ads effectively but avoid the over flooding problem.