%0 Book Section %1 pervadv %A Bauer, Christine %A Spiekermann, Sarah %B Pervasive Advertising %C London, United Kingdom %D 2011 %E Müller, Jörg %E Alt, Florian %E Michelis, Daniel %I Springer %K %P 159-183 %R 10.1007/978-0-85729-352-7_8 %T Conceptualizing Context for Pervasive Advertising %U http://dblp.uni-trier.de/db/series/hci/MullerAM11.html#BauerS11 %X Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the environment are increasingly advanced, questions such as what to sense and how to adapt to a consumer’s con- text are largely unanswered. In this chapter, we analyze the purchase context of a retail outlet and conceptualize it such that adaptive pervasive advertising applications really deliver on their potential: showing the right message at the right time to the right recipient. %& Chapter 8 %@ 978-0-85729-351-0, 978-0-85729-352-7

@inbook{pervadv, abstract = {Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the environment are increasingly advanced, questions such as what to sense and how to adapt to a consumer’s con- text are largely unanswered. In this chapter, we analyze the purchase context of a retail outlet and conceptualize it such that adaptive pervasive advertising applications really deliver on their potential: showing the right message at the right time to the right recipient.}, added-at = {2023-12-13T10:01:23.000+0100}, address = {London, United Kingdom}, author = {Bauer, Christine and Spiekermann, Sarah}, biburl = {https://www.bibsonomy.org/bibtex/26edcba9d8e47834811a467e7de24426e/admin}, booktitle = {Pervasive Advertising}, chapter = {Chapter 8}, doi = {10.1007/978-0-85729-352-7_8}, editor = {Müller, Jörg and Alt, Florian and Michelis, Daniel}, interhash = {d400130c56f94092a4facb83e614e0f0}, intrahash = {6edcba9d8e47834811a467e7de24426e}, isbn = {978-0-85729-351-0, 978-0-85729-352-7}, keywords = {}, language = {English}, pages = {159-183}, publisher = {Springer}, series = {Human-Computer Interaction Series}, timestamp = {2023-12-13T10:01:23.000+0100}, title = {Conceptualizing Context for Pervasive Advertising}, type = {Book Section}, url = {http://dblp.uni-trier.de/db/series/hci/MullerAM11.html#BauerS11}, year = 2011 }