Perv a ds-rr13
Upcoming SlideShare
Loading in...5
×
 

Perv a ds-rr13

on

  • 486 views

 

Statistics

Views

Total Views
486
Views on SlideShare
486
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Perv a ds-rr13 Perv a ds-rr13 Presentation Transcript

  • PervADs Semantic Pervasive Advertising Lorenzo Carrara1 , Giorgio Orsi2 , and Letizia Tanca3 (1) Cubica s.r.l (2) IFoC, Oxford Martin School, University of Oxford (3) DEIB, Politecnico di Milano
  • Advertising A form of communication that creates awareness of an offer about a product or a service.
  • Advertising advertiser consumer A form of communication that creates awareness of an offer about a product or a service.
  • Advertising advertiser consumer offer ads A form of communication that creates awareness of an offer about a product or a service.
  • Advertising: key elements  Targeting  too broad/too frequent: ads perceived as background noise.  too focused: you might miss someone.
  • Advertising: key elements  Targeting  too broad/too frequent: ads perceived as background noise.  too focused: you might miss someone.  Cost  TV/radio: effective, easy to plan, but expensive.  billboarding: less effective, harder to plan, not sensibly cheaper.  Internet: cheap (for now), effective (measurable), but invasive.
  • Pervasive Advertising Electronic advertising that targets consumers during their everyday activities.
  • Pervasive Advertising Electronic advertising that targets consumers during their everyday activities.  Targeted and context aware  profile-based crafting of ads.  activity-based targeting.
  • Pervasive Advertising Electronic advertising that targets consumers during their everyday activities.  Pervasive  mobile devices: tablets, smartphones, …, Google glasses  smart billboards: do not move but that’s pervasive too!  Targeted and context aware  profile-based crafting of ads.  activity-based targeting.
  • Pervasive (and Targeted) Advertising: Issues  Opacity  effective [1,2] (>50% thanTV/radio) but debated data.  in the hands of few companies (Yahoo, Google, Facebook).  third-parties might bias offers (e.g., Expedia / Booking.com). [1] Howard Beales. The Value of Behavioral Targeting. NAI. [2] M. Sala, K. Partridge, L. Jacobson, and J. Begole, “An exploration into activity-informed physical advertising using pest,” in Proc. of Pervasive, 2007, pp. 73–90.
  • Pervasive (and Targeted) Advertising: Issues  Privacy  someone has to know about you and what you do.  consumers both tracked and profiled (activities, demography, behaviour). [1] Howard Beales. The Value of Behavioral Targeting. NAI. [2] M. Sala, K. Partridge, L. Jacobson, and J. Begole, “An exploration into activity-informed physical advertising using pest,” in Proc. of Pervasive, 2007, pp. 73–90.  Opacity  effective [1,2] (>50% thanTV/radio) but debated data.  in the hands of few companies (Yahoo, Google, Facebook).  third-parties might bias offers (e.g., Expedia / Booking.com).
  •  Direct communication between businesses and consumers. PervADs
  •  Direct communication between businesses and consumers.  Monitor effectiveness ads campaign PervADs
  •  Direct communication between businesses and consumers.  Monitor effectiveness ads campaign.  Private and local exploitation of richer user data. PervADs
  • PervADs: A typical scenario
  • PervADs: Structure Offer Description Context Specification Human Readable Advert
  •  Context and data modelling [1]  CDO (Context Dimension Ontology): context of ads and consumers.  data about the offer and the product (Schema.org, Good-Relations). [1] C. Bolchini, C. Curino, G. Orsi, E. Quintarelli, R. Rossato, F. A. Schreiber, L. Tanca: And what can context do for data? Commun. ACM 52(11): 136-140 (2009) PervADs
  •  Context matching and reasoning [2]  matching context of offers and consumers  context containment.  requires inference. [1] C. Bolchini, C. Curino, G. Orsi, E. Quintarelli, R. Rossato, F. A. Schreiber, L. Tanca: And what can context do for data? Commun. ACM 52(11): 136-140 (2009) [2] G. Orsi, L. Tanca: Context Modelling and Context-Aware Querying - (Can Datalog Be of Help?). Datalog 2.0. 2010: 225-244 PervADs  Context and data modelling [1]  CDO (Context Dimension Ontology): context of ads and consumers.  data about the offer and the product (Schema.org, Good-Relations).
  • Context Model: Example
  • Context Model: Example  In summary  schema  set of FO constraints (DL-Lite)  instance  set of assignments  context containment  fact inference
  • Context Inference: Example
  • Context Matching  Checking only containment is open to cheating.
  • Context Matching  Checking only containment is open to cheating.  Penalize contexts that are too broad or too specific.
  • Context Matching  Penalize contexts that are too broad or too specific.  per-dimension similarity user instance pervads instance  Checking only containment is open to cheating. ,
  • Context Matching  Penalize contexts that are too broad or too specific.  per-dimension similarity user instance pervads instance and  Checking only containment is open to cheating. ,
  • Context Matching  Penalize contexts that are too broad or too specific.  per-dimension similarity  aggregate (e.g., avg) over all dimensions. user instance pervads instance and  Checking only containment is open to cheating. ,
  • Dimension Similarity: Example
  • Matching performance vs dimensions
  • Performance vs signal strength
  • PervADs GUI: Queries
  • PervADs GUI: Matching
  •  PervADs core (https://code.google.com/p/pervads/)  Android client.  Server application (OpenWRT routers). Get and develop PervADs-like stuff  Mobile ontology management (https://code.google.com/p/androjena/)  AndroJena / μJena.  ARQoid.  LucenOid.  TDBoid.
  • Get and develop PervADs-like stuff  Mobile ontology management (https://code.google.com/p/androjena/)  AndroJena / μJena.  ARQoid.  LucenOid.  TDBoid. Apache license  PervADs core (https://code.google.com/p/pervads/)  Android client.  Server application (OpenWRT routers).
  • Thank you! http://pervasiveadvertising.org/ More on Pervasive Advertising: http://www.cs.ox.ac.uk/files/4735/RR-11-07.pdf More on PervADs: