Influence Maximization with Fairness at Scale (Extended Version)

In this paper, we revisit the problem of influence maximization with fairness, which aims to select k influential nodes to maximise the spread of information in a network, while ensuring that selected sensitive user attributes are fairly affected, i.e., are proportionally similar between the original network and the affected users. Recent studies on this problem focused only on extremely small networks, hence the challenge remains on how to achieve a scalable solution, applicable to networks with millions or billions of nodes. We propose an approach that is based on learning node representations for fair spread from diffusion cascades, instead of the social connectivity s.t. we can deal with very large graphs. We propose two data-driven approaches: (a) fairness-based participant sampling (FPS), and (b) fairness as context (FAC). Spread related user features, such as the probability of diffusing information to others, are derived from the historical information cascades, using a deep neural network. The extracted features are then used in selecting influencers that maximize the influence spread, while being also fair with respect to the chosen sensitive attributes. In FPS, fairness and cascade length information are considered independently in the decision-making process, while FAC considers these information facets jointly and considers correlations between them. The proposed algorithms are generic and represent the first policy-driven solutions that can be applied to arbitrary sets of sensitive attributes at scale. We evaluate the performance of our solutions on a real-world public dataset (Sina Weibo) and on a hybrid real-synthethic dataset (Digg), which exhibit all the facets that we exploit, namely diffusion network, diffusion traces, and user profiles. These experiments show that our methods outperform the state-the-art solutions in terms of spread, fairness, and scalability.