The objective of this research is to develop distributed approaches to optimizing network traffic. Two problems are studied, which include exploiting social networks in routing packets (coupons) to desired network nodes (users in the social network), and developing a rate based transport protocol, which will guarantee that all the flows in a network (e.g. Internet) meet a delay constraint per packet. Firstly, we will study social networks as a means of obtaining information about a system. They are increasingly seen as a means of obtaining awareness of user preferences. Such awareness could be used to target goods and services at them. We consider a general user model, wherein users could buy different numbers of goods at a marked and at a ...