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INTERACTIVE TV RESEARCH - UITV.INFO
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papers > thawani04
Amit Thawani and Srividya Gopalan and V. Sridhar (2004).
Context Aware Personalized Ad Insertion in an Interactive TV Environment.
Proceedings of the AH2004 Workshop on Personalization in Future TV pp..
http://www.di.unito.it/~liliana/TV04/FINAL/thawani.pdf
Abstract
The growth of digital television over satellite, cable as well as terrestrial networks has driven advertisers to better target users by local personalized advertisements, which generates qualified lead for future sales. Context awareness in ITV applications can be used as a powerful tool to deliver most relevant and personalized ad based on users context. In this paper we have proposed architecture for context aware real time selection and insertion of advertisements into the live broadcast stream by taking into consideration the users current and past contextual information. Our approach is based on aggregating a past sequence of individual contexts and associating the current user activity to those past contexts to determine the best ad to be delivered relevant to the current activity.
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