Shucong Jia, Zishan Liu, Konglin Zhu, Lin Zhang, Zubair Md Fadlullah, and Nei Kato
IEEE International Conference on Communications (ICC 2015), London, UK, Jun. 2015
Publication year: 2015-06

Advertising among vehicles has become popular with the proliferation of vehicular ad-hoc networks (VANETs). Since the price of the advertisements broadcast in such networks decay over time, distributing advertisements with a high price value to more private vehicles can generate more revenues to the sellers. In this paper, we consider a busbased priced advertisingscenario in a VANET, in which the buses act as the sources of advertisements and broadcast advertisements to private vehicles running within their communication range. Meanwhile, in the area where no bus exists, private vehicles share their advertising segments. The manner in which the buses and the private vehicles distribute and share advertisements in the network so as to draw the largest benefit is addressed in our formulated problem. To solve this problem, abusbased priced advertisement dissemination scheme dubbed BusAds is proposed by usingcoalition formation game. First, a bus-broadcast method is presented to enable each bus to distribute the priced advertising segments with the largest potential benefit to surrounding private vehicles. Second, we apply coalition formation game to guide private vehicles to construct broadcast coalitions for efficient advertisement sharing. Simulation results demonstrate that our proposed BusAds method can achieve about twice the total benefits compared with that of the non-coalitionbased approach.