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In the future, pervasive computing technologies will leverage new ubiquitous and intelligent user-oriented services. In this sense, by combining social network analysis, reality mining techniques and context-aware systems, our work provides an architecture and ground steps for understanding and predicting human behavior and preferences within one of the most promising business models of the future: “Advertising”. Furthermore, it shows how user related data (context) can be securely managed and exposed to 3rd party providers, taking into account user context-aware privacy settings. The presented concepts are then realized in a prototype, which evaluates the basic functionalities previously described.