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Context-awareness and personalization are hot issue in various service domains. Users are not interested in the services that focus on masses any more. They want to get the personalized service using the suitable device when they need. For providing context-aware and personalized service effectively, we propose the features of the context-aware personalized service infrastructure - IMPACT (I-centric multi-service platform for ambient and context-aware communications environment). There are many researches about context-based personalized service until now, but IMPACT is distinct from them where it is the solution for communication service personalization. IMPACT is located above the communication network, so it can collect and deal with network context as well as general context. IMPACT provides these functions in the forms of APIs to another internal components and the 3rd party service provider. The 3rd party service provider can create and publish their own service easily using IMPACT APIs. And IMPACT can recommend services to the right users in right time using the high-level knowledge. AdsOnMap service is the example of the context-aware personalized service based IMPACT APIs. AdsOnMap service provides surrounding map and user preferred advertisements by using context-user location, profile and preference, activity and so on. In this paper, we introduce IMPACT features, method of service recommendation and implementation through AdsOnMap service example.