Comparison of Different Approaches for Mobile Advertising
Published: 2005 Juli
Buchtitel: Proceedings of the 2nd IEEE International Workshop on Mobile Commerce and Services (WMCS '05)
Verlag: IEEE Computer Society
Erscheinungsort: Munich, Germany
Mobile terminals, such as cellular phones and PDAs, have an enormous advertising potential: they are extremely popular and most people carry such devices with them all day, enabling personalized advertising. However, there is a serious danger that the Spam wave, known from e-mail communication, will spillover to mobile devices. In addition, it is important to take protection of private data seriously, because mobile terminals are also used for personal communication. In this article we discuss the special features and challenges of mobile advertising and introduce the MoMa-system for mobile advertising. MoMa supports personalized advertising using context information while guaranteeing data protection. We also name criteria for the comparison of mobile advertising systems and apply them to compare MoMa to other approaches.
DOI Link: 10.1109/WMCS.2005.8