Nafiseh Shabib
ABSTRACT
We propose an approach to context-aware advertising in which context is defined by the products currently used by a consumer. Unlike more traditional approaches, consumers are neither identified nor tracked; instead, products are tagged. An interesting use-case scenario for this model is a product-aware outdoor advertising system that dynamically selects a product to advertise based on the products identified for one person or a group of people nearby. For example, RFID tags integrated into clothing of someone passing by a digital billboard could allow for determining preferences regarding style, fashion and brands. This information would be used by a digital billboard with an RFID reader to recommend and advertise complementary and other products. There would be no inherent connection between product information and the identity of the consumer; and therefore the privacy of the consumer would not be violated. Tagging and tracking of consumer products provides opportunities for more personalized and engaging marketing experiences without introducing a privacy risk.
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Index Terms
- Product-aware advertising
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