Dynamic User Modeling for Personalized Advertisement Delivery on Mobile Devices

Luca Paolino (), Monica Sebillo (), Genoveffa Tortora (), Giuliana Vitiello (), Alessandro M. Martellone () and David Tacconi ()
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Luca Paolino: DMI, Università di Salerno
Monica Sebillo: DMI, Università di Salerno
Genoveffa Tortora: DMI, Università di Salerno
Giuliana Vitiello: DMI, Università di Salerno
Alessandro M. Martellone: Futur3 srl
David Tacconi: Futur3 srl

A chapter in Management of the Interconnected World, 2010, pp 411-418 from Springer

Abstract: Abstract With the advent of broadband connections, the Internet service providers have begun to charge users with fees in order to cover the higher infrastructural costs due to the management/rental of broadband networks. However, the user is often left the chance for a free Internet connection, provided that he/she accepts to be invaded by banner ads, which arbitrarily, in terms of time and position, appear on the screen. In order to make effective the latter, the Internet service providers have been studying the most appropriate advertisement (ad, for short) supply policy, in order to satisfy companies who wish to advertise their products without annoying the user while he/she is interacting with the service. In this paper we present an approach for the presentation of personalized ads on mobile devices, which is based on a user model that takes into account user’s interests over time. The approach has been adopted within the LUNA wireless network project, which is targeted at realizing a business model such that the services provided in the area of Trento, in the North of Italy, are accessible and usable by everybody, at a very low cost.

Keywords: Mobile Device; Internet Service Provider; Vector Space Model; User Interest; Online Advertising (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/978-3-7908-2404-9_48

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