Abstract
In this paper we present an approach for the presentation of personalized advertisements 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. LUNA client-side mobile application relies on a dynamic user modeling technique. We describe the personalization component of the advertising management system employed and we explain how a user model is dynamically created, saved and updated on the basis of the latest interaction history and of the delivered contents.
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Baeza-Yates, R., Ribeiro-Neto, B.: Modern Information Retrieval. Addison-Wesley, Reading (1999)
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© 2009 Springer-Verlag Berlin Heidelberg
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Paolino, L., Sebillo, M., Tortora, G., Martellone, A.M., Tacconi, D., Vitiello, G. (2009). Dynamic User Modeling for Personalized Advertisement Delivery on Mobile Devices. In: Yang, J., Ginige, A., Mayr, H.C., Kutsche, RD. (eds) Information Systems: Modeling, Development, and Integration. UNISCON 2009. Lecture Notes in Business Information Processing, vol 20. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-01112-2_51
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DOI: https://doi.org/10.1007/978-3-642-01112-2_51
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-01111-5
Online ISBN: 978-3-642-01112-2
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