{"id":"https://openalex.org/W2768661259","doi":"https://doi.org/10.1109/infcomw.2017.8116483","title":"Incentive design for ad-sponsored content: Results from a randomized trial","display_name":"Incentive design for ad-sponsored content: Results from a randomized trial","publication_year":2017,"publication_date":"2017-05-01","ids":{"openalex":"https://openalex.org/W2768661259","doi":"https://doi.org/10.1109/infcomw.2017.8116483","mag":"2768661259"},"language":"en","primary_location":{"id":"doi:10.1109/infcomw.2017.8116483","is_oa":false,"landing_page_url":"https://doi.org/10.1109/infcomw.2017.8116483","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2017 IEEE Conference on Computer Communications Workshops (INFOCOM WKSHPS)","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5080702284","display_name":"Soumya Sen","orcid":"https://orcid.org/0000-0002-9178-6410"},"institutions":[{"id":"https://openalex.org/I130238516","display_name":"University of Minnesota","ror":"https://ror.org/017zqws13","country_code":"US","type":"education","lineage":["https://openalex.org/I130238516"]},{"id":"https://openalex.org/I4210133369","display_name":"Decision Sciences (United States)","ror":"https://ror.org/03gcvf773","country_code":"US","type":"company","lineage":["https://openalex.org/I4210133369"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Soumya Sen","raw_affiliation_strings":["Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN","institution_ids":["https://openalex.org/I130238516","https://openalex.org/I4210133369"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5057319034","display_name":"Gordon Burtch","orcid":"https://orcid.org/0000-0001-9798-1113"},"institutions":[{"id":"https://openalex.org/I130238516","display_name":"University of Minnesota","ror":"https://ror.org/017zqws13","country_code":"US","type":"education","lineage":["https://openalex.org/I130238516"]},{"id":"https://openalex.org/I4210133369","display_name":"Decision Sciences (United States)","ror":"https://ror.org/03gcvf773","country_code":"US","type":"company","lineage":["https://openalex.org/I4210133369"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Gordon Burtch","raw_affiliation_strings":["Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN","institution_ids":["https://openalex.org/I130238516","https://openalex.org/I4210133369"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5022969857","display_name":"Alok Gupta","orcid":"https://orcid.org/0000-0002-2097-1643"},"institutions":[{"id":"https://openalex.org/I130238516","display_name":"University of Minnesota","ror":"https://ror.org/017zqws13","country_code":"US","type":"education","lineage":["https://openalex.org/I130238516"]},{"id":"https://openalex.org/I4210133369","display_name":"Decision Sciences (United States)","ror":"https://ror.org/03gcvf773","country_code":"US","type":"company","lineage":["https://openalex.org/I4210133369"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Alok Gupta","raw_affiliation_strings":["Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Dept. of Information & Decision Sciences, University of Minnesota, Minneapolis, MN","institution_ids":["https://openalex.org/I130238516","https://openalex.org/I4210133369"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5041702970","display_name":"Rudiger Rill","orcid":null},"institutions":[{"id":"https://openalex.org/I188538660","display_name":"University of Colorado Boulder","ror":"https://ror.org/02ttsq026","country_code":"US","type":"education","lineage":["https://openalex.org/I188538660"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Rudiger Rill","raw_affiliation_strings":["Dept. of Computer Science, University of Colorado, Boulder, CO"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Dept. of Computer Science, University of Colorado, Boulder, CO","institution_ids":["https://openalex.org/I188538660"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":9,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"826","last_page":"831"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.996399998664856,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.996399998664856,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11675","display_name":"Open Source Software Innovations","score":0.9919999837875366,"subfield":{"id":"https://openalex.org/subfields/1706","display_name":"Computer Science Applications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T12238","display_name":"Green IT and Sustainability","score":0.9747999906539917,"subfield":{"id":"https://openalex.org/subfields/2208","display_name":"Electrical and Electronic Engineering"},"field":{"id":"https://openalex.org/fields/22","display_name":"Engineering"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/incentive","display_name":"Incentive","score":0.6869107484817505},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5128429532051086},{"id":"https://openalex.org/keywords/content","display_name":"Content (measure theory)","score":0.46409931778907776},{"id":"https://openalex.org/keywords/randomized-controlled-trial","display_name":"Randomized controlled trial","score":0.43563514947891235},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.12507081031799316},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.12314042448997498},{"id":"https://openalex.org/keywords/medicine","display_name":"Medicine","score":0.12141230702400208},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.108539879322052}],"concepts":[{"id":"https://openalex.org/C29122968","wikidata":"https://www.wikidata.org/wiki/Q1414816","display_name":"Incentive","level":2,"score":0.6869107484817505},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5128429532051086},{"id":"https://openalex.org/C2778152352","wikidata":"https://www.wikidata.org/wiki/Q5165061","display_name":"Content (measure theory)","level":2,"score":0.46409931778907776},{"id":"https://openalex.org/C168563851","wikidata":"https://www.wikidata.org/wiki/Q1436668","display_name":"Randomized controlled trial","level":2,"score":0.43563514947891235},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.12507081031799316},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.12314042448997498},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.12141230702400208},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.108539879322052},{"id":"https://openalex.org/C134306372","wikidata":"https://www.wikidata.org/wiki/Q7754","display_name":"Mathematical analysis","level":1,"score":0.0},{"id":"https://openalex.org/C141071460","wikidata":"https://www.wikidata.org/wiki/Q40821","display_name":"Surgery","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/infcomw.2017.8116483","is_oa":false,"landing_page_url":"https://doi.org/10.1109/infcomw.2017.8116483","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2017 IEEE Conference on Computer Communications Workshops (INFOCOM WKSHPS)","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":11,"referenced_works":["https://openalex.org/W1969713587","https://openalex.org/W2010653253","https://openalex.org/W2097281067","https://openalex.org/W2124566622","https://openalex.org/W2210738173","https://openalex.org/W2314643314","https://openalex.org/W2327152018","https://openalex.org/W3125944181","https://openalex.org/W4234525067","https://openalex.org/W4237178021","https://openalex.org/W6699084773"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2355769538","https://openalex.org/W2081816252","https://openalex.org/W2015216653","https://openalex.org/W2367468089","https://openalex.org/W2390279801","https://openalex.org/W2358591856","https://openalex.org/W4391913857"],"abstract_inverted_index":{"This":[0],"study":[1],"investigates":[2],"the":[3,59,65,135,151,182,211],"effectiveness":[4],"of":[5,17,34,47,67,172,203,213],"financial":[6],"incentives":[7,72],"(hereafter,":[8],"simply":[9],"incentives)":[10],"in":[11,21,58,73,101,117,125,150,175,195],"increasing":[12],"viewership":[13],"and":[14,153,164,210],"social":[15,108,139,173],"sharing":[16,134,174],"advertisements.":[18,111],"Incentives":[19],"can,":[20],"principle,":[22],"help":[23],"advertisers":[24],"reach":[25],"a":[26,68,87,92,114,122,196,201],"larger":[27],"audience,":[28],"but":[29,191],"there":[30],"are":[31],"two":[32,147],"aspects":[33],"their":[35,138],"application":[36,89],"that":[37,70,90,185],"have":[38],"yet":[39],"to":[40,53,96,110,146,189],"receive":[41],"much":[42],"attention:":[43],"(a)":[44],"How":[45,63],"large":[46],"an":[48,130],"incentive":[49,124,208],"will":[50],"be":[51],"needed":[52],"engage":[54],"users":[55,119,186],"with":[56,129,137],"advertisements":[57],"real":[60],"world?":[61],"(b)":[62],"does":[64],"design":[66,159],"system":[69],"offers":[71,91],"exchange":[74,102,126],"for":[75,103,127],"advertising":[76],"exposure":[77],"impact":[78],"said":[79],"incentives'":[80],"effectiveness?":[81],"To":[82],"this":[83],"end,":[84],"we":[85,158,167],"develop":[86],"mobile":[88],"user":[93],"advertiser-subsidized":[94],"access":[95],"data":[97,162],"(and":[98],"thus":[99],"content)":[100],"exposing":[104],"herself":[105],"or":[106,133],"her":[107],"network":[109,140],"We":[112],"conduct":[113],"randomized":[115],"experiment":[116,183],"which":[118],"were":[120],"offered":[121],"monetary":[123],"engaging":[128],"advertisement,":[131],"watching":[132],"advertisement":[136,206],"on":[141,200],"Twitter.":[142],"Our":[143,178],"work":[144],"speaks":[145],"open":[148],"questions":[149],"networking":[152],"marketing":[154],"literature:":[155],"how":[156,165],"can":[157,166],"effective":[160],"\u201cSponsored":[161],"plans\u201d":[163],"convert":[168],"individuals":[169],"into":[170],"agents":[171],"\u201cPaid":[176],"advertising.\u201d":[177],"initial":[179],"results":[180],"from":[181],"show":[184],"do":[187,193],"respond":[188],"incentives,":[190],"they":[192],"so":[194],"heterogeneous":[197],"fashion,":[198],"conditional":[199],"variety":[202],"factors,":[204],"including":[205],"characteristics,":[207],"amount,":[209],"type":[212],"engagement":[214],"(i.e.,":[215],"watch":[216],"vs.":[217],"share).":[218]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":2}],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2025-10-10T00:00:00"}
