Proposed architecture and algorithm for personalized advertising on iDTV and mobile devices

Authors:
T. Pessemier;T. Deryckere;K. Vanhecke;L. Martens
Affiliations:
Dept. of Inf. Technol., Ghent Univ., Ghent;-;-;-
Venue:
IEEE Transactions on Consumer Electronics
Year:
2008

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Abstract

The advances in digital media entail an increase in the number of interactive advertising channels: Internet, interactive digital television (iDTV) and mobile applications are gaining importance in the advertisement sector. New interactive advertisement formats can complement the traditional commercial breaks and increase the revenues. Personalization is a promising technique to reach the target audience precisely, get a greater response and increase the return on investment. In this article we present an architecture that offers personalized commercials for iDTV, internet, and mobile devices. By logging the user activity on the three platforms, the system constructs a detailed profile usable for commercial targeting. This personal profile, supplemented with the community behavior and the metadata about the commercials, makes up the data source for the personalization algorithm.