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An Exploration into Activity-Informed Physical Advertising Using PEST

  • Matthias C. Sala
  • Kurt Partridge
  • Linda Jacobson
  • James “Bo” Begole
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4480)

Abstract

Targeted advertising benefits consumers by delivering them only the messages that match their interests, and also helps advertisers by identifying only the consumers interested in their messages. Although targeting mechanisms for online advertising are well established, pervasive computing environments lack analogous approaches. This paper explores the application of activity inferencing to targeted advertising. We present two mechanisms that link activity descriptions with ad content: direct keyword matching using an online advertising service, and “human computation” matching, which enhances keyword matching with help from online workers. The direct keyword approach is easier to engineer and responds more quickly, whereas the human computation approach has the potential to target more effectively.

Keywords

Ubiquitous computing experience sampling method human computation advertising. 

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Copyright information

© Springer Berlin Heidelberg 2007

Authors and Affiliations

  • Matthias C. Sala
    • 1
  • Kurt Partridge
    • 1
  • Linda Jacobson
    • 1
  • James “Bo” Begole
    • 1
  1. 1.Palo Alto Research Center (PARC), Computer Science Lab, 3333 Coyote Hill Road, Palo Alto, CA 94304USA

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