Abstract:
Contextual advertising plays a vital role in the Internet's economy, significantly impacting the revenue of Internet publishers. This form of advertising relies on user-centric ads displayed on websites based on the user's context during their interaction with various sites. While previous research has focused on keywords, site content, and other network applications, there is a need to expand this work to include the user's context. In this study, we examined user profile information and preferences to better target users based on their context. Smart devices can provide valuable context, including information about the user's physical environment, social connections, and internal and external context. These logical contexts, beyond just the content of web pages and search keywords, are efectively utilized for user-centric advertising. We also discuss the challenges of utilizing logical contexts available on the user's browser and profile to improve advertising results. We propose a user-centric advertising architecture and model that integrates user profile and activity context to select, generate, and present contextually relevant ads. Finally, we discuss the design aspects and a specific application, as well as outline our plans for the future.
Page(s):
45-56
DOI:
DOI not available
Published:
Journal: VFAST Transactions on Software Engineering, Volume: 11, Issue: 4, Year: 2023
Keywords:
Pervasive computing
,
Ubiquitous computing
,
Contextawareness
,
UserCentric Advertisement
,
Software Sensors