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Proceedings Paper

Design and implementation of location-based wireless targeted advertising
Author(s): Benjamin Li; Deyin Xu
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Paper Abstract

As advertisements are time and location sensitive, a challenge for wireless marketing is to have advertisements delivered when and where they are most convenient. In this paper we introduce a two-stage auction model for location-based wireless targeted advertising. This system extends the notion of location-based service by using location information to target advertising, and does so specifically by enabling advertisers to specify their preferences and bid for advertisement delivery, where those preferences are then used in a subsequent automated auction of actual deliveries to wireless data users. The automated auction in the second stage is especially effective because it can use information about the individual user profile data, including customer relationship management system contents as well as location from the wireless system's location management service, including potentially location history such as current trajectory from recent history and longer-term historical trip records for that user. Through two-stage auction, real-time bidding by advertisers and matching ads contents to mobile users help advertising information reach maximal value.

Paper Details

Date Published: 18 October 2001
PDF: 7 pages
Proc. SPIE 4586, Wireless and Mobile Communications, (18 October 2001); doi: 10.1117/12.445239
Show Author Affiliations
Benjamin Li, Verizon (United States)
Deyin Xu, Verizon (United States)

Published in SPIE Proceedings Vol. 4586:
Wireless and Mobile Communications
Hequan Wu; Jari Vaario, Editor(s)

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