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Personalized multimedia (PMM) services are the emerging area in multimedia technology. A PMM service is a multimedia service requested according to the users personal profile which typically includes individual preferences, keeping the technical constraints of mobile terminal in use and operating environment. An important issue of authentication in PMM service platform is, "how does it determines who the mobile user is, if requests are allowed to come in from various communication channels and devices." We propose a transaction based authentication scheme for PMM service using cognitive agents. The proposed approach dynamically deploys authentication challenges based on mobile transaction sensitivity, users mobility and behaviors. The method has been simulated with a typical PMM service over in-house established wireless testbed, the results are time efficient and quite encouraging.