Ubiquitous Advertising Challenges [Elektronisk resurs]

• The aim of this paper is to further explore new issues on advertising in ubiquitous information environments by theoretically and empirically discussing challenges of ubiquitous advertising. We have performed 15 interviews and 9 workshops with publishers and advertisers from the media industry. Our findings confirm previous research but also point out several additional challenging issues. We contribute to theory and practice by suggesting additional challenges for ubiquitous advertising regarding: 1) dynamic data exploitation, 2) real-time advertising adjustment (and channeling) to user behavior and preferences, 3) context adaptation and 4) user-advertiser relations. 

Ämnesord

Engineering and Technology  (hsv)

Teknik och teknologier  (hsv)

TECHNOLOGY  (svep)

TEKNIKVETENSKAP  (svep)

Indexterm och SAB-rubrik

advertising data processing

mobile computing

context adaptation

dynamic data exploitation

media industry

real-time advertising

ubiquitous advertising challenge

user behavior

user preference

user-advertiser relation