Faculty Publications
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Item Enhanced Last-Touch Interaction Attribution Model in Online Advertising(Institute of Electrical and Electronics Engineers Inc., 2018) Yuvaraj, C.B.; Chandavarkar, B.R.; Kumar, V.S.; Sandeep, B.S.The increased popularity of an internet opened a new way for e-business in terms of digital advertisement. In order to get back and improve the "return of investment", how to allocate the revenue distribution to different marketing channels comes out to be the key problem in digital advertising. However, last interaction model, first interaction model, last click, last ad words' click, linear attribution, time-decay attribution, position based attribution models are some of the attribution models developed to attribute and assign contribution to each marketing channel. These existing models consider the contributions of the other channels and some don't consider the synergistic effects in revenue calculation from different marketing channels. This paper proposes Enhanced Last Touch Interaction (ELTI) model to allocate the revenue distribution to different marketing channels using game theory and synergistic effects. Additionally, the paper also implements and adopts the probabilistic approaches to prevent the simple intuitions made by many other attribution models. Prediction accuracy of above 75% of the ELTI model out performance the state-of-the art models. © 2018 IEEE.Item Survey on Game Theory-Based Security Framework for IoT(Springer, 2023) Joshi, P.; Kamediya, S.; Kumar, R.; Chandavarkar, B.R.The large network of smart devices and the complexity of networks have made it almost impossible to make the data and communication between devices more secure. The number of cyber-attacks on these IoT devices has been steadily increasing. So here a survey on game theory model is presented, and the attackers are rational human beings, so they try to harm the system to their best of ability and so their moves can be predicted which can be used by the defenders with some game theory concepts to take proper security decisions and make an efficient security framework. This chapter is a survey on game theory-based security frameworks and explores and evaluates different types of threats, security requirements and constraints related to IoT, how Game Theory can be used in field of IoT, along with the game theory models used is to develop security frameworks for IoT. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.