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Institute of Electrical and Electronics Engineers, IEEE Transactions on Systems, Man, and Cybernetics, Part C: Applications and Reviews, 3(42), p. 324-333, 2012

DOI: 10.1109/tsmcc.2011.2114344

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Bringing Content Awareness to Web-Based IDTV Advertising

Journal article published in 2012 by Rebeca P. Díaz Redondo ORCID, Ana Fernández Vilas, José Juan Pazos Arias ORCID, Manuel Ramos Cabrer, Albert Gil Solla, Jorge García Duque
This paper is available in a repository.
This paper is available in a repository.

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Abstract

In the new technological context of interactive digital (IDTV), traditional TV spots are expected to be replaced by interactive applications. In this paper, we propose a new TV advertising architecture inspired by the philosophy and business models of online advertising. Personalization and content awareness are the two mainstays of our approach that allow advertisers to have more efficient campaigns focused on a targeted audience.