Smart Advertising

Smart Advertising

Albert Asmaryan (Bauman Moscow State Technical University, Moscow, Russia), Alexey Levanov (Bauman Moscow State Technical University, Moscow, Russia) and Irina Borovik (Bauman Moscow State Technical University, Moscow, Russia)
DOI: 10.4018/IJITN.2016100102
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Abstract

Currently, there is a problem of contextual advertising. Advertisers want to be able to target clearly the audience, because user experience and revenue depend on the relevance of the displayed ads. Contextual advertising supports much of the Web's ecosystem today online, but not in “offline”. The authors' task was to develop a system prototype, which gives the ability to display advertising based on users' interests in real life based on the best techniques of contextual advertising.
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Algorithmic Framework

To achieve these goals our study uses several methods (algorithms). We introduced the system with some basic functions: client-server application to obtain data of the user's interests, determine the user's location to display the most relevant advertising for a particular user. Finally, the media system with Internet connection which interacts with client application will show ads for a person or a group of person. We can see the concept of system in Figure 1.

Figure 1.

Concept of the system

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