Abstract
This chapter discusses Activity-based Advertising, an approach to more accurately target advertisements by inferring a consumer’s activities. This chapter begins with some of the important characteristics of advertising, and explains the incentives held by consumers and marketers. We explain why consumer and advertiser interests are not necessarily at odds, and briefly survey some existing targeting technologies that benefit both. We then describe the vision and benefits of activity-based advertising, and describe how it can advance targeting technologies even further. We finish with a methodology for evaluating activity-based advertising technologies, and present some initial results of activity-based advertising’s potential.
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Notes
- 1.
SEMPO Annual State of Search Survey [24].
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Acknowledgements
Matthias Sala co-designed, implemented, and ran the PEST user study while an intern at PARC. Many of the ideas in this chapter emerged out of discussions with the PARC research community, particularly Dan Greene, Maurice Chu, and Alan Walendowski.
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Partridge, K., Begole, B. (2011). Activity-Based Advertising. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_4
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