Key Enablers For User Centric Advertising Across Next Generation Networks (Hb 2013) Hardcover

Telecommunication and internet services are continually evolving to maximize customer satisfaction. By incorporating innovative approaches like context-aware, social, mobile, adaptable, and interactive features, these services enable users to access personalized experiences seamlessly across various platforms and technologies. Advertising is no exception, as it is becoming a key enabler for the next generation of services. However, there is currently no cross-domain solution that can deliver real-time advertising across different environments while addressing user needs, desires, and intentions. Most existing solutions are confined to isolated environments, making it challenging to manage advertising campaigns across multiple domains. This scenario is set to change with advancements in Next Generation Networks, the design principles of Service-Oriented Architectures, and the capabilities offered by Service Delivery Platforms. This book introduces three interconnected enablers aimed at transforming the advertising landscape. The Human Enabler provides a real-time context brokerage system that securely manages various types of user-related data in a standardized manner. The Reasoning Enabler utilizes a well-defined methodology to derive new knowledge by aggregating, correlating, and inferring information about people and their contexts from existing data. The Session Management Enabler abstracts the communication layers and offers a context-aware multimedia delivery system that personalizes and adapts content based on user and system-defined context data or rules. Together, these enablers form the Converged User-Centric Advertising System, addressing the needs of both users and advertisers with enhanced features.