Conceptualizing Context for Pervasive Advertising

@inproceedings{Bauer2011ConceptualizingCF,
  title={Conceptualizing Context for Pervasive Advertising},
  author={Christine Bauer and Sarah Spiekermann},
  booktitle={Pervasive Advertising},
  year={2011}
}
Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the… CONTINUE READING