Ubiquitous Advertising Challenges

Eriksson, Carina Ihlström; Åkesson, Maria

doi:10.1109/icmb.2008.19

Cited by 11 publications

(5 citation statements)

References 13 publications

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“…2. Based on missing contributions, together with known advertising requirements [EA08], [RC02], it is important to understand what will be the key drivers for a better advertising framework. These are then defined as the system requirements.…”

Section: Methodsmentioning

confidence: 99%

“…From the research point of view, this topic is also generating several contributions. Exploring past experiences and looking at the future, the work produced by [RC02] and [EA08], respectively, helped to identify what are the main challenges ubiquitous advertising will be facing in the future:…”

Section: Research and Academiamentioning

confidence: 99%

“…Assuming from the beginning that the main motivation relates to the improvement of the user perceived QoE within advertising scenarios, it is extremely important to understand what are the user requirements to provide an optimal advertising experience. Therefore, besides collecting some of the results provenient from other research initiatives, namely [EA08], [RC02], under the scope of this dissertation, a survey to evaluate what were the characteristics users would value the most in a future advertising system, was developed.…”

Section: User Requirementsmentioning

confidence: 99%

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Key Enablers for User-Centric Advertising Across Next Generation Networks

Simoes¹

2012

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Telecommunication and Internet services are constantly subject to changes, seeking the customer's full satisfaction. Enriching these services with innovative approaches such as contextaware, social, mobile, adaptable and interactive mechanisms, enables users to experience a variety of personalized services seamlessly across different platforms and technologies. In this sense, advertising is no exception, especially if we consider that it will become the business enabler for next generation services. Nevertheless, currently there is no cross-domain solution capable of delivering real-time advertising across heterogeneous environments or domains, and at the same time, addresses users needs, desires and intentions. This happens because most of the products available today are only used within isolated environments / silos. Therefore, managing advertising campaigns across different verticals is still very complex.However, leveraging on the advances provided by Next Generation Networks (NGNs), together with the design principles inherent to Service Oriented Architectures (SOAs) and capabilities offered by Service Delivery Platforms (SDPs), this scenario is about to change.Based on key conceptual entities called enablers, this work aims to change the current scenario. Enablers are software components, which are designed to address specific needs or requirements, but are generic enough to be reused outside a single domain (through well-defined interfaces).More concretely, this thesis introduces three distinct but complementary enablers. The Human Enabler (HE) provides a real-time context brokerage system capable of securely managing different types of user related data in a standardized way. The Reasoning Enabler (RE) is the result of a well-defined methodology that enables new knowledge to be reasoned, based on previously stored data, by aggregating, correlating and inferring new information about people and their contexts. Lastly, the Session Management Enabler (SME) is responsible for abstracting the communication layers. It provides a context-aware multimedia delivery system capable of personalizing and adapting multimedia content according to a set of user and system pre-defined context data or rules, respectively. Altogether, they form the Converged User-Centric Advertising System (CUCAS) and introduce new features that address the needs of both users and advertisers.The contribution of this research is fourfold: first, it analyzes and compares existing technologies and solutions from Information Technology (IT), telecommunications and advertising worlds. Then, based on the problems identified, a set of requirements is defined, an architecture is proposed and realized into a set of complementary enablers (CUCAS). The third point relates to the validation and evaluation of the developed prototype, which provides a better understanding of the current challenges around next generation advertising systems. Finally, based on the technological innovations, it promotes alternative business models that can change the way ...

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Section: Methodsmentioning

confidence: 99%

Section: Research and Academiamentioning

confidence: 99%

Section: User Requirementsmentioning

confidence: 99%

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Key Enablers for User-Centric Advertising Across Next Generation Networks

Simoes¹

2012

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“…In this sense, disruptive technology is surging towards advertising environments, in a time where services (and advertising is no exception) are going mobile. In fact, research studies [3], [4] focusing in ubiquitous advertisement present a myriad of challenges (see figure 1) that will be crucial to be address by the advertising solutions of the future. It is therefore the intent of this work to target these and other identified challenges.…”

Section: Advertising Challenges and Related Workmentioning

confidence: 99%

A generic enabler framework for contextualized advertising within interactive multimedia services

Simoes

2009

2009 IEEE International Symposium on a World of Wireless, Mobile and Multimedia Networks &Amp; Workshops

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“…The most important research challenge in Pervasive Advertising is to deliver the right ad at the right time and in the best way possible [5]. In order to find the ideal ad to address certain consumers, the pervasive advertising application should be aware of the consumer's context/situation without being invasive [6].…”

Section: Problem Statementmentioning

confidence: 99%

Pervasive advertising: An approach for consumers and advertisers

Bublitz

Almeida

Luiz

et al. 2013

2013 IEEE Third International Conference on Consumer Electronics ¿ Berlin (ICCE-Berlin)

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Pervasive Advertising stands out from other forms of ad serving by using contextual information of consumers. However, providing relevant ads is not enough for effective Pervasive Advertising. It is also necessary to address the objectives of the advertisers, leading to a trade off between advertisers' objectives and consumers' needs. This paper presents a solution based on multiagent negotiation to solve this impasse. Experiments have demonstrated that the solution is effective in finding a balance between the needs of the consumers and the objectives of the advertisers.

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Ubiquitous Advertising Challenges

Abstract: Abstract

Cited by 11 publications

References 13 publications

Key Enablers for User-Centric Advertising Across Next Generation Networks

Key Enablers for User-Centric Advertising Across Next Generation Networks

A generic enabler framework for contextualized advertising within interactive multimedia services

Pervasive advertising: An approach for consumers and advertisers

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