Adaptive User Profiles in Pervasive Advertising Environments

In: Proceedings of the 3rd European Conference on Ambient Intelligence, November 18th - 21st 2009 / Tscheligi, M.; de Ruyter, B.; Markopoulus, P.; Wichert, R.; Mirlacher, Th.; Meschterjakov, A.; Reitberger, W. (Hrsg.)
1.Auflage, Salzburg,Austria: Springer-Verlag Berlin and Heidelberg GmbH & Co. K (2009)
ISBN: 3642054072, 978-3642054075
Buchaufsatz / Kapitel / Fach: Informatik; Wirtschaftswissenschaften
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.