LADTRAM: A Coalition Funded Framework for Localized Advertisements Over D2D

One of the goals of third generation partnership project (3GPP) is to deploy device to device (D2D) proximity services in both commercial and public safety settings. Furthermore, as the mobile market is nearing saturation, service providers (SPs) are searching for additional sources of revenue. Commercial D2D can make use of a SP's unused/underutilized spectrum, yet there are few feasible economic models for deploying commercial D2D services. In this paper, we present Localized Advertisements over D2D specTrum Reuse coAlition fraMework, which is a feasible economic model for deploying a localized advertisement coalition-based D2D service that exploits spectrum leasing and reuse. D2D Ad stations, i.e., user equipments, interested in providing the D2D service form a coalition in order to share spectrum allocated by the SP. Using game theory we design an incentive compatible resource determination mechanism and auction. In the auction localized advertisers compete for resources. We show that our auction approximates the profit performance characteristics of the vickrey clarke groves auction, yet runs in P-time. In addition, we show that with proper planning, the D2D Ad stations can be deployed in a manner such that they can fully exploit the spectrum in the subsector formed by the desired cell size. Our proposed framework enables advertisers to indirectly fund the D2D Advertisement service, while also permitting the SP the ability to profit from leasing their unused spectrum to commercial D2D services.