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Conventionally, most network protocols assume that the network entities who participate in the network activities will always behave as instructed. However, in practice, most network entities are selfish: they will try to maximize their own benefits instead of altruistically contributing to the network by following the prescribed protocols. Thus, new protocols should be designed for the non-cooperative network that is composed of selfish entities. In this paper, we specifically show how to design truthful multicast protocols for non-cooperative networks such that these selfish entities will follow the protocols out of their own interests. By assuming that every entity has a fixed cost for a specific multicast, we give a general framework to decide whether it is possible and how, if possible, to transform an existing multicast protocol to a truthful multicast protocol by designing a proper payment protocol. We then show how the payments to those relay entities are shared fairly among all receivers so that it encourages collaboration among receivers. As running examples, we show how to design truthful multicast protocols for several multicast structures that are currently used in practice.