A Multi-Agent Approach for Context-Aware Advertisement Delivery in Pervasive Environments
Abstract
Pervasive Advertising stands out from other forms of ad-serving by using contextual information of consumers, delivering only the most appropriate ads to a given situation. However, it is necessary to find out an equilibrium between the interests of both consumers and advertisers. In this paper, we present a multiagent solution to reach this equilibrium and provide a context aware ad-serving. Experiments show that the solution is efficient in finding this balance.
References
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Coursaris, C. K., Sung, J., and Swierenga, S. J. (2010). Effects of Message Characteristics, Age, and Gender on Perceptions of Mobile Advertising An Empirical Investigation among College Students. In Proceedings of the 2010 Ninth International Conference on Mobile Business / 2010 Ninth Global Mobility Roundtable, ICMB-GMR ’10, pages 198–205, Washington, DC, USA. IEEE Computer Society.
Ferdinando, A. D., Rosi, A., Lent, R., Manzalini, A., and Zambonelli, F. (2009). MyAds: A System for Adaptive Pervasive Advertisements. Pervasive and Mobile Computing, 5(5):385–401.
Katoh, N. and Takami, K. (2008). A Method of Advertisement Selection in Multiple RFID-Tags Sensor Network for a Ubiquitous Wide-Area Advertising Service. In Proceedings of the 2008 Second International Conference on Sensor Technologies and Applications, pages 519–524, Washington, DC, USA. IEEE Computer Society.
Lee, Y.-C. (2010). Factors Influencing Attitudes Towards Mobile Location-based Advertising. In Software Engineering and Service Sciences (ICSESS), 2010 IEEE International Conference on, pages 709–712.
Maeda, K., Nishi, M., Yoshida, T., Suzuki, K., and Inoue, H. (2010). Digital Signage with Audience Detection Using TV Broadcasting Waves. In Applications and the Internet (SAINT), 2010 10th IEEE/IPSJ International Symposium on, pages 225–228.
Narayanaswami, C., Coffman, D., Lee, M. C., Moon, Y. S., Han, J. H., Jang, H. K., Mcfaddin, S., Paik, Y. S., Kim, J. H., Lee, Park, J. W., and Soroker, D. (2008). Pervasive Symbiotic Advertising. In HotMobile ’08: Proceedings of the 9th workshop on Mobile computing systems and applications, pages 80–85, New York, NY, USA. ACM.
Ranganathan, A. and Campbell, R. H. (2002). Advertising in a Pervasive Computing Environment. In WMC ’02: Proceedings of the 2nd international workshop on Mobile commerce, pages 10–14, New York, NY, USA. ACM.
Shannon, R. and Quigley, A. (2009). From Intrusive to Supportive: Recommendations for Pervasive Advertising. In Müller, J., Schmidt, A., Quigley, A., and Begole, B., editors, Proceedings of Workshop on Pervasive Advertising, pages 21–24, Nara, Japan.
Strohbach, M. and Martin, M. (2011). Toward a Platform for Pervasive Display Applications in Retail Environments. Pervasive Computing, IEEE, 10(2):19–27.
Weiser, M. (1991). The Computer for the 21st Century. Scientific American, 265(3):66–75.
Published
2012-07-16
How to Cite
BUBLITZ, Frederico M.; ALMEIDA, Hyggo O. de; PERKUSICH, Angelo.
A Multi-Agent Approach for Context-Aware Advertisement Delivery in Pervasive Environments. In: PROCEEDINGS OF BRAZILIAN SYMPOSIUM ON UBIQUITOUS AND PERVASIVE COMPUTING (SBCUP), 4. , 2012, Curitiba/PR.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2012
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p. 111-120.
ISSN 2595-6183.
