By Topic

Web mining based OALF model for context-aware mobile advertising system

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

4 Author(s)
Yuchul Jung ; Convergent Service Platform Res. Dept., ETRI, South Korea ; Sungkooc Lim ; Jeong-Hwan Kim ; Sangki Kim

Much of the human activity defines information context and it can be effectively used for a matching process of context-aware mobile advertising systems. Although prior context-aware mobile advertising systems employed personalized and context sensitive approaches, they have mostly used simply aggregated user-side context information from sensors and have relied on previously prepared inference rules when performing match-making. There exist limitations in identifying more diverse variations that can happen in the real world due to the lack of considerations on daily human lives. As a novel solution, in this paper, we address a natural language processing (NLP) combined Web mining approach. Especially, we propose an object-activity-location-feedback (OALF) model which describes what objects are used for a specific activity in a specific location. Most of all, time variant feedback valences were employed to estimate users' responses to the advertisement triggering entities (objects, activities, locations, and their combinations) in terms of long-term and short-term basis. The model can be realized with a set of web mining procedures including web crawling, data refinement, and sentiment analysis. In addition, we describe how the OALF model can be applied into context-aware mobile advertising and discuss its business model design issues.

Published in:

Integrated Network Management-Workshops, 2009. IM '09. IFIP/IEEE International Symposium on

Date of Conference:

1-5 June 2009