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In the new technological context of interactive digital (IDTV), traditional TV spots are expected to be replaced by interactive applications. In this paper, we propose a new TV advertising architecture inspired by the philosophy and business models of online advertising. Personalization and content awareness are the two mainstays of our approach that allow advertisers to have more efficient campaigns focused on a targeted audience.
Systems, Man, and Cybernetics, Part C: Applications and Reviews, IEEE Transactions on (Volume:42 , Issue: 3 )
Date of Publication: May 2012