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Demo: Mobile Contextual Advertising Platform based on Tiny Text Intelligence

Published: 16 June 2017 Publication History

Abstract

In-app advertising has become a significant source of revenue for mobile app. In order to improve the effectiveness of in-app ads, most ad networks focus on targeting a user based on the user's personal information collected from their ad library inside mobile apps and the global knowledge built from big data on ad servers. However, sharing user's sensitive information with the ad servers may raise privacy concerns. As opposed to targeting users, mobile contextual advertising seeks to target the app page a user is viewing. In this demo, we present a novel mobile contextual advertising platform, called MoCA, which is designed to improve the semantic relevance of in-app ads in a stand-alone, privacy-protecting manner on mobile devices. MoCA understands the semantics of app page and ads, and then matches semantically relevant ads to the page inside mobile devices. To the best of our knowledge, this is the first work to implement the mobile contextual advertising platform based on the semantic approach without resort to ad servers.

References

[1]
J. Ha, J.-H. Lee, and S. Lee. EPE: An embedded personalization engine for mobile users. IEEE Internet Computing, 18(1):30--37, January 2014.
[2]
W.-J. Ryu, J.-H. Lee, K.-M. Kim, and S. Lee. meCurate: Personalized curation service using a tiny text intelligence. In Proc. WWW '17 Companion, pages 269--272, 2017.

Cited By

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  • (2019)MoCAProceedings of the 34th ACM/SIGAPP Symposium on Applied Computing10.1145/3297280.3297399(1208-1215)Online publication date: 8-Apr-2019
  • (2019)Permission Abusing by Ad Libraries of Smartphone Apps2019 Eleventh International Conference on Ubiquitous and Future Networks (ICUFN)10.1109/ICUFN.2019.8806157(475-477)Online publication date: Jul-2019
  • (2018)Using Ad-Related Network Behavior to Distinguish Ad LibrariesApplied Sciences10.3390/app81018528:10(1852)Online publication date: 9-Oct-2018

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  1. Demo: Mobile Contextual Advertising Platform based on Tiny Text Intelligence

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      cover image ACM Conferences
      MobiSys '17: Proceedings of the 15th Annual International Conference on Mobile Systems, Applications, and Services
      June 2017
      520 pages
      ISBN:9781450349284
      DOI:10.1145/3081333
      Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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      New York, NY, United States

      Publication History

      Published: 16 June 2017

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      Author Tags

      1. in-app advertising
      2. mobile contextual advertising
      3. tiny text intelligence

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      • Demonstration

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      • National Research Foundation of Korea

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      MobiSys'17
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      Acceptance Rates

      MobiSys '17 Paper Acceptance Rate 34 of 188 submissions, 18%;
      Overall Acceptance Rate 274 of 1,679 submissions, 16%

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      Cited By

      View all
      • (2019)MoCAProceedings of the 34th ACM/SIGAPP Symposium on Applied Computing10.1145/3297280.3297399(1208-1215)Online publication date: 8-Apr-2019
      • (2019)Permission Abusing by Ad Libraries of Smartphone Apps2019 Eleventh International Conference on Ubiquitous and Future Networks (ICUFN)10.1109/ICUFN.2019.8806157(475-477)Online publication date: Jul-2019
      • (2018)Using Ad-Related Network Behavior to Distinguish Ad LibrariesApplied Sciences10.3390/app81018528:10(1852)Online publication date: 9-Oct-2018

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