Non-zero-sum stackelberg budget allocation game for computational advertising

Computational advertising has been studied to design efficient marketing strategies that maximize the number of acquired customers. In an increased competitive market, however, a market leader (a leader) requires the acquisition of new customers as well as the retention of her loyal customers because there often exists a competitor (a follower) who tries to attract customers away from the market leader. In this paper, we formalize a new model called the Stackelberg budget allocation game with a bipartite influence model by extending a budget allocation problem over a bipartite graph to a Stackelberg game. To find a strong Stackelberg equilibrium, a solution concept of the Stackelberg game, we propose two algorithms: an approximation algorithm with provable guarantees and an efficient heuristic algorithm. In addition, for a special case where customers are disjoint, we propose an exact algorithm based on linear programming. Our experiments using real-world datasets demonstrate that our algorithms outperform a baseline algorithm even when the follower is a powerful competitor.