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Personalised Advertising Supported by Agents

Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 217)

Abstract

This paper reports the development of a B2B platform for the personalization of the publicity transmitted during the program intervals. The platform as a whole must ensure that the intervals are filled with ads compatible with the profile, context and expressed interests of the viewers. The platform acts as an electronic marketplace for advertising agencies (content producer companies) and multimedia content providers (content distribution companies). The companies, once registered at the platform, are represented by agents who negotiate automatically the price of the interval timeslots according to the specified price range and adaptation behaviour. The candidate ads for a given viewer interval are selected through a matching mechanism between ad, viewer and the current context (program being watched) profiles. The overall architecture of the platform consists of a multiagent system organized into three layers consisting of: (i) interface agents that interact with companies; (ii) enterprise agents that model the companies, and (iii) delegate agents that negotiate a specific ad or interval. The negotiation follows a variant of the Iterated Contract Net Interaction Protocol (ICNIP) and is based on the price/s offered by the advertising agencies to occupy the viewer’s interval.

Keywords

Multiagent system B2B Multimedia Brokerage Profile Matching Fixed ICNIP Web Services 

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Copyright information

© Springer International Publishing Switzerland 2013

Authors and Affiliations

  • Bruno Veloso
    • 1
    • 2
  • Luís Sousa
    • 1
  • Benedita Malheiro
    • 1
    • 2
  1. 1.Instituto Superior de Engenharia do PortoInstituto Politécnico do PortoPortoPortugal
  2. 2.INESC TEC – INESC Technology and Science (formerly INESC Porto)PortoPortugal

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