Social Referral Mechanism for Context-Aware Mobile Advertising


Lien-Fa Lin


The prevalence of mobile devices has significantly increased in recent years, becoming an integral part of our daily lives. This shift has created promising opportunities for mobile advertising, with industry leaders like Apple and Google already integrating it into their services. However, effective mobile advertising still grapples with challenges such as precise customer targeting and adaptability in an ever-changing landscape. To address these issues, we propose an innovative mobile advertising recommender system that employs "context-fitness" and "social referral" techniques. Experiments provide compelling evidence that context-aware information significantly enhances accuracy in predicting users' evolving needs. With our system, we can identify the most suitable ads for targeted users in a changing environment and enhance ad effectiveness by considering friends’ influence.

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Published Date: 

May, 2024

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