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Telecommunication and Internet services are constantly subject to changes, seeking the customer's full satisfaction. Enriching these services with innovative approaches such as context-aware, mobile, adaptable and interactive mechanisms, enables users to experience a variety of personalized services seamlessly across different platforms and technologies. In this sense, advertising is not exception, especially if we consider that it will become the enabler for future next generation services. This paper, therefore presents an architectural approach to address advertising solutions across different technologies and platforms, enriching the overall user quality of experience. Moreover, by over viewing the current advertising market scenario it provides the vision to overcome the established advertising paradigms focusing on key points like user privacy protection and social networks integration.