Context-aware services delivery framework for interactive mobile advertisement

With the rapid development and widespread adoption of smart mobile devices, such as mobile phones and tablet computers, mobile advertisements have increasingly appeared in the applications running on these devices. We believe that mobile advertising practices should be different from traditional advertising practices-regardless of advertising content or presentation-and have noted some shortcomings of the current traditional mobile advertisements. This paper proposes an interactive mobile advertisement (AD) framework that aims to solve the problems encountered for current mobile ADs, which is that advertising is filtered according to users' actions rather than according to their characteristics and preferences. This is an inappropriate model for a content advertising framework. In contrast to the current static graphically based advertising model, the proposed framework provides interactive ADs whose actions, appearance and content will be designed by the advertiser and pushed to match the receiving users' characteristics and preferences.