Comparison of different approaches for mobile advertising

被引：13

作者：

Bulander, R ^{[1
]}

Decker, M ^{[1
]}

Schiefer, G ^{[1
]}

Kölmel, B ^{[1
]}

机构：

[1] Univ Karlsruhe, Inst AIFB, TH, D-76128 Karlsruhe, Germany

来源：

Second IEEE International Workshop on Mobile Commerce and Services, Proceedings | 2005年

关键词：

D O I：

10.1109/WMCS.2005.8

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 [计算机科学与技术];

摘要：

Mobile terminals, such as cellular phones and PDAs, have an enormous advertising potential: they are extremely popular and most people carry such devices with them all day, enabling personalized advertising. However there is a serious danger that the Spam wave, known from e-mail communication, will spillover to mobile devices. In addition, it is important to take protection of private data seriously, because mobile terminals are also used for personal communication. In this article we discuss the special features and challenges of mobile advertising and introduce the MoMa-system for mobile advertising. MoMa supports personalized advertising using context information while guaranteeing data protection. We also name criteria for the comparison of mobile advertising systems and apply them to compare MoMa to other approaches.

引用

页码：174 / 182

页数：9

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