期刊
IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART C-APPLICATIONS AND REVIEWS
卷 42, 期 3, 页码 324-333出版社
IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC
DOI: 10.1109/TSMCC.2011.2114344
关键词
Content awareness; interactive digital TV (IDTV); personalization; sponsored advertising
类别
资金
- Ministerio de Ciencia e Innovacion (Gobierno de Espana) [TIN2010-20797]
- Conselleria de Educacuon e Ordenacion Universitaria (Xunta de Galicia) [2007/000016-0]
In the new technological context of interactive digital (IDTV), traditional TV spots are expected to be replaced by interactive applications. In this paper, we propose a new TV advertising architecture inspired by the philosophy and business models of online advertising. Personalization and content awareness are the two mainstays of our approach that allow advertisers to have more efficient campaigns focused on a targeted audience.
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