Advanced Techniques for Personalized Advertising in a Digital TV Environment: The iMEDIA System
This paper presents the innovative approach of the IST project iMEDIA towards Consumer Clustering and
Targeted Advertising in a Digital TV Environment. iMEDIA covers the need of Advertising Companies to identify broad classes of
TV viewers who will respond similarly to marketing actions, and thus develop their target advertising techniques. The consumers
are equipped with a settop box (STB) with storage facilities and a modem. The definition of consumer profiles and clusters is
based on demographics, preferences, and analysis of the consumer interactions with the TV, which are tracked automatically. In
order to protect consumers’ identities, consumer data are stored locally on the STB and the classification of a consumer in a
specific cluster takes place at the client side. Consumer data from the consumers, who permit it, is periodically transferred
to the Server where Data Mining techniques are applied. The extracted consumer behavioral rules associate the clusters with
consumer profiles and interaction/navigational data and are sent through the broadcast channel to the consumers’ STBs for the
classification of each consumer and the playback of the advertisements that match consumer interests.
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Bozios, T., Lekakos, G., Skoularidou, V., and Chorianopoulos, K. 2001. Advanced Techniques for Personalized Advertising in a Digital TV Environment: The iMEDIA System. eBusiness and eWork Conference, Citeseer, 1025–1031.BibTeX
Bozios, T., Lekakos, G., Skoularidou, V., and Chorianopoulos, K. 2001. Advanced Techniques for Personalized Advertising in a Digital TV Environment: The iMEDIA System. eBusiness and eWork Conference, Citeseer, 1025–1031.