A System for Mobile and Wireless Advertising

Abstract

Abstract:Mobile terminals are an interesting medium for advertising because of the high penetration rates and their character as personal communication devices. Since advertising in general has the reputation of being something annoying there has to be some kind of incentive mechanism to obtain permission from the consumers for advertising on their mobile terminals. The MoMa-system for mobile and wireless advertising described in the following article focuses on personalized information as such an incentive mechanism. For the provision of personalized information a system requires personal data like profile information and the current location of an user. But there are privacy concems when providing such information for a mobile advertising application, of course. Thus we designed MoMa in a way to realize both of this conflicting requirement: personalized information and guaranteeing data protection.