How to offer digital content to mobile users by combining tagging with reputation systems

1. U C L daniele quercia & licia capra & valentina zanardi

2. I’m doing my PhD @

3. U niversity C ollege L ondon

4. <MobiSys>

5. We research distributed sys

6. We blog mobblog ucl

7. Web 2.0 (mobile: $22.4bn)

8. Location?

9. The next big thing!

11. $8.1 bn

12. $8.1 bn

13. This talk is about tools for...

14. Consuming content on the move

15. Content Creation: By publishers?

16. People Mainly: people

17. People Mainly: people

18. People

22. create a ...

23. Digital Tapestry

24. Creation: Distributed!

25. Consumption: Centralized!

26. Why?

27. Money!

28. Making Money? No, short of ideas!

29. Wisdom of the (Programming)Crowd

30. API

31. wired freedom by APIs

33. Creation: Distributed!

34. What if...

35. Consume: centralized  decentralized

37. Existing Tools for Internet

38. Tools for decentralized consumption

39. <1> Query matching <2> Ratings for sources

40. <1> Query matching

44. Centralized Solutions

45. similarity(query,item) query item

46. similarity(query,item) query item Coverage (digg out content) + Accuracy (no good content) -

47. Idea behind SocialRanking [RecSys08] Social Ranking:Finding Relevant Content in Web 2.0

48. sim(query,item) +

49. sim(query,item) + sim(issuer,tagger)

50. issuer tagger similarity(issuer,tagger)

51. issuer tagger similarity(issuer,tagger) Coverage (digg out content) Accuracy (good content) + +

52. Future: Decentralized!

53. <2> Ratings for sources

54. Store & Use & Categories

55. Store & Use & Categories

56. How to store ratings?

57. 1.Log (credentials) 2. Gossip (to check each credential)

58. 1.Log (credentials) 2. Gossip (to check each credential)   Impractical 

59. Idea behind MobiRate [Ubicomp08] MobiRate: Making Mobile Raters Stick to their Word

60. 1.Sealed Log (of credentials) 2. Gossip (to check seals only)

61. 1.Sealed Log (of credentials) 2. Gossip (to check seals only)    Practical

63. Security: It outperforms existing solutions

64. “ heaviest” protocol runs < 2sec

65. “ longest” protocol completed in 2.5ms (if Bluetooth 100kb/s)

66. Store & Use & Categories

67. Use ratings to make predictions

70. Idea behind LDTP [ICDM07] Lightweight Distributed Trust Propagation

71. Daniele Quercia 1 ? A B C 2

72. Daniele Quercia 1 ? A B C 2 ? new graph f 1 2 A  B A  C C  B

73. Daniele Quercia 1 ? A B C 2 ? new graph “ good” rating function f 1 2 A  B A  C C  B

75. Daniele Quercia Useful? Tested on real data (Advogato: > 55K user ratings)

76. Daniele Quercia Useful? Tested on real data (Advogato: > 55K user ratings)

77. Daniele Quercia Fast and “Light”?

79. Store & Use & Categories

80. Greek Coins Roman Coins Coins Chairs Antiques universal ontology 

81. Idea behind TRULLO [MobiQuitous07] TRULLO - local trust bootstrapping for ubiquitous devices

85. Daniele Quercia SVD

88. Daniele Quercia Nokia 3230

89. Daniele Quercia

90. Daniele Quercia

91. Store & Use & Categories

93. Issues: many!

94. Issue 1: Evaluation

95. Issue 2: Privacy

96. If you are looking for Kinky boots

97. whether you are …

98. a woman…

99. or a man a woman…

100. Thorny problem:

101. … or a woman… How to keep it secret

102. Issue 2: Privacy

104. All this on ... mobblog ucl