Framework for timely and accurate ads on mobile devices

Authors:
Alex Penev;Raymond K. Wong
Affiliations:
mContext Pty Ltd and NICTA, Sydney, Australia;mContext Pty Ltd NICTA, Sydney, Australia
Venue:
Proceedings of the 18th ACM conference on Information and knowledge management
Year:
2009

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Abstract

We propose a framework for mobile advertising covering Value-Added Services where an ad-database is maintained on the device and both selection and display are dictated by the device. Advantages over existing mobile marketing are that ads are more timely, viable on a variety of use cases, can be both location-sensitive and personalized with minimal privacy concerns, and provide an obvious means for subsidizing users' service costs. We construct a suitable selection algorithm and evaluate its execution, accuracy and scalability. We show that ad-serving can be done under the processing constraints imposed by mobiles, which may lead to improvements in mobile marketing effectiveness.