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SEGMETRIK: Protocol and metrics for advertisement performance tracking in VANETs

机译：SEGMETRIK：VANET中用于广告性能跟踪的协议和度量

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摘要

In Intelligent Transport Systems (ITS), Vehicular Ad Hoc Networks (VANETs) play a key role in the development of safety and non-safety applications. Among applications that promote entertainment, an area that has recently attracted attention and has been investigated is the service of discovery and opportunistic location of points of interest (POI). Such POIs as restaurants, hotels and others could benefit from these networks to disseminate ads to a large number of vehicles. Commercial ad campaigns, especially sponsored ones, need to have features that increase their effectiveness, such as metrics and performance statistics. Ad tracking is the general practice of collecting user profile data and its interaction with ads to optimize their effectiveness. In this paper we present SEGMETRIK, a unique lightweight approach that fulfills the requirements of ad tracking in VANETs. Because of the peculiar nature of this work with regard to ads in VANETs, we investigated and suggested the following metrics; ad reach, ad impressions and clicks, and performance indicators CPR (Cost Per Reach), CPM (Cost Per Mille), CTR (Click-Through Ratio) and CPC (Cost Per Click). This work demonstrated through simulations and analysis that strategies of ad performance tracking can be applied successfully to applications that use the opportunistic discovery of points of interest in vehicular networks. (C) 2019 Elsevier Inc. All rights reserved.
机译：在智能运输系统（ITS）中，车载自组织网络（VANET）在安全和非安全应用程序的开发中起着关键作用。在促进娱乐的应用程序中，最近受到关注并进行了调查的领域是发现兴趣点（POI）和机会定位的服务。餐馆，旅馆等的POI可以从这些网络中受益，从而将广告传播到大量的车辆上。商业广告活动，尤其是赞助广告活动，需要具有可提高其有效性的功能，例如指标和效果统计信息。广告跟踪是收集用户个人资料数据及其与广告互动以优化其效果的通用做法。在本文中，我们介绍SEGMETRIK，这是一种独特的轻量级方法，可以满足VANET中广告跟踪的要求。由于这项工作与VANET中的广告有关的特殊性质，我们调查并提出了以下指标：广告覆盖率，广告展示次数和点击次数以及效果指标CPR（每次访问费用），CPM（每百万成本），CTR（点击率）和CPC（每次点击费用）。这项工作通过仿真和分析证明，广告效果跟踪策略可以成功地应用于使用机会发现车辆网络中的兴趣点的应用程序。 （C）2019 Elsevier Inc.保留所有权利。

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