Adaptive user profiles in pervasive advertising environments

Abstract: Nowadays modern advertising environments try to provide more effi-cient ads by targeting costumers based on their interests. Various approaches exist today as to how information about the users ’ interests can be gathered. Users can deliberately and explicitly provide this information or user’s shopping behaviors can be analyzed implicitly. We implemented an advertising platform to simulate an advertising environment and present adaptive profiles, which let users setup pro-files, based on a self-assessment, and enhance those profiles with information about their real shopping behavior as well as about their activity intensity. Addi-tionally we explain how pervasive technologies such as Bluetooth can be used to create a profile anonymously and unobtrusively.