Adaptive User Profiles in Pervasive Advertising Environments

Authors:
Florian Alt;Moritz Balz;Stefanie Kristes;Alireza Sahami Shirazi;Julian Mennenöh;Albrecht Schmidt;Hendrik Schröder;Michael Goedicke
Affiliations:
Pervasive Computing and User Interface Engineering Group,;Specification of Software Systems,;Marketing & Retailing, University of Duisburg-Essen, Essen 45117;Pervasive Computing and User Interface Engineering Group,;Marketing & Retailing, University of Duisburg-Essen, Essen 45117;Pervasive Computing and User Interface Engineering Group,;Marketing & Retailing, University of Duisburg-Essen, Essen 45117;Specification of Software Systems,
Venue:
AmI '09 Proceedings of the European Conference on Ambient Intelligence
Year:
2009

Citing 3
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Abstract

Nowadays modern advertising environments try to provide more efficient ads by targeting costumers based on their interests. Various approaches exist today as to how information about the users' interests can be gathered. Users can deliberately and explicitly provide this information or user's shopping behaviors can be analyzed implicitly. We implemented an advertising platform to simulate an advertising environment and present adaptive profiles , which let users setup profiles based on a self-assessment, and enhance those profiles with information about their real shopping behavior as well as about their activity intensity. Additionally, we explain how pervasive technologies such as Bluetooth can be used to create a profile anonymously and unobtrusively.