An integrated approach to interactive and personalized TV advertising

Abstract. Following the case of the Internet, Interactive TV can be expected to revolutionise marketing practices and lead to a paradigm shift in the way advertising is developed, conducted, and analysed. Interactive TV, combines the appeal and mass audience of traditional TV with the interactive features such as those currently available on the Web and offers new possibilities for the viewer, who can directly access relevant information and other services being just one-click away. In this context, personalisation of advertisements refers to the use of technology and viewer information in order to tailor commercials and their respective interactive content to each individual viewer profile. In this paper we deal with the topic of advertising over digital interactive TV and describe a specific approach to the delivery of personalised interactive advertisement content to viewers based on their individual profile, focusing on the necessary architecture, mechanisms and user interface issues which reveal a challenging research domain.

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