Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television

Uribe Mayoral, Silvia; Alvarez Garcia, Federico; Menendez Garcia, Jose Manuel y Cisneros Perez, Guillermo (2010). Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television. "Mobile Networks and Applications", v. 16 (n. 3); pp. 361-374. ISSN 1383-469X. https://doi.org/10.1007/s11036-010-0258-2.

Descripción

Título: Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television
Autor/es:
  • Uribe Mayoral, Silvia
  • Alvarez Garcia, Federico
  • Menendez Garcia, Jose Manuel
  • Cisneros Perez, Guillermo
Tipo de Documento: Artículo
Título de Revista/Publicación: Mobile Networks and Applications
Fecha: Julio 2010
Volumen: 16
Materias:
Palabras Clave Informales: content personalisation – targeted advertising – mobile television – clustering – profile segmentation – DVB-H
Escuela: E.T.S.I. Telecomunicación (UPM)
Departamento: Señales, Sistemas y Radiocomunicaciones
Licencias Creative Commons: Reconocimiento - Sin obra derivada - No comercial

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Resumen

Content personalisation is one of the main aims of the mobile media delivery business models, as a new way to improve the user’s experience. In broadcasting networks, the content is sent “one to many”, so a complete personalisation where the user may select any content is not possible. But using the mobile bidirectional return channel (e.g. UMTS connection) visual targeted advertising can be performed in a simple way: by off-line storing the advertisement for selectively replacing the normal broadcasted advertisement. In fact, these concepts provide powerful methods to increase the value of the service, mainly in mobile environments. In this article we present a novel intelligent content personalisation system for targeted advertising over mobile broadcasting networks and terminals, based on user profiling and clustering, as a new solution where the use of content personalisation represents the competitive advantage over traditional advertising.

Más información

ID de Registro: 8732
Identificador DC: http://oa.upm.es/8732/
Identificador OAI: oai:oa.upm.es:8732
Identificador DOI: 10.1007/s11036-010-0258-2
URL Oficial: http://www.springerlink.com/content/h844436100866762/
Depositado por: Memoria Investigacion
Depositado el: 30 Sep 2011 11:37
Ultima Modificación: 20 Abr 2016 17:25
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