Abstract
This paper reports the development of a B2B platform for the personalization of the publicity transmitted during the program intervals. The platform as a whole must ensure that the intervals are filled with ads compatible with the profile, context and expressed interests of the viewers. The platform acts as an electronic marketplace for advertising agencies (content producer companies) and multimedia content providers (content distribution companies). The companies, once registered at the platform, are represented by agents who negotiate automatically the price of the interval timeslots according to the specified price range and adaptation behaviour. The candidate ads for a given viewer interval are selected through a matching mechanism between ad, viewer and the current context (program being watched) profiles. The overall architecture of the platform consists of a multiagent system organized into three layers consisting of: (i) interface agents that interact with companies; (ii) enterprise agents that model the companies, and (iii) delegate agents that negotiate a specific ad or interval. The negotiation follows a variant of the Iterated Contract Net Interaction Protocol (ICNIP) and is based on the price/s offered by the advertising agencies to occupy the viewer’s interval.
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
References
López-Nores, M., et al.: MiSPOT: dynamic product placement for digital TV through MPEG-4 processing and semantic reasoning. Knowledge and Information Systems 22(1), 101–128 (2010)
NoTube, NoTube (2012), http://notube.tv/ (accessed in February 2013)
LinkedTV, LinkedTV (2012), http://www.linkedtv.eu/ (accessed in February 2013)
HBB-NEXT, HBB-NEXT Next Generation Media (2012), http://www.hbb-next.eu/index.php (accessed in February 2013)
de Sousa, L.V., Malheiro, B., Foss, J.: Negotiation platform for personalised advertising. In: de Strycker, L. (ed.) Proceedings of the Fifth International European Conference on the Use of Modern Information and Communication Technologies (ECUMICT 2012), pp. 361–373 (2012)
Foss, J.D., Malheiro, B., Burguillo, J.C.: Personalised placement in networked video. In: Proceedings of the 21st International Conference Companion on World Wide Web, WWW 2012 Companion, pp. 959–968. ACM, New York (2012)
British Broadcasting Corporation. Program categories, http://www.bbc.co.uk/a-z/ (accessed in September 2012)
Yellow Pages. Classified ads categories, http://www.yellowpages.com/ (accessed in September 2012)
Madylova, A., Oguducu, S.: A taxonomy based semantic similarity ofdocuments using the cosine measure. In: Proceedings of the 24th International Symposium on Computer and Information Sciences (ISCIS 2009), pp. 129–134 (2009)
Foundation for Intelligent Physical Agents, FIPA iterated contract net interaction protocol specification, FIPA TC Communication, Standard 30 (2002), http://www.fipa.org/specs/fipa00030/SC00030H.pdf (accessed in September 2012)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer International Publishing Switzerland
About this paper
Cite this paper
Veloso, B., Sousa, L., Malheiro, B. (2013). Personalised Advertising Supported by Agents. In: Omatu, S., Neves, J., Rodriguez, J., Paz Santana, J., Gonzalez, S. (eds) Distributed Computing and Artificial Intelligence. Advances in Intelligent Systems and Computing, vol 217. Springer, Cham. https://doi.org/10.1007/978-3-319-00551-5_57
Download citation
DOI: https://doi.org/10.1007/978-3-319-00551-5_57
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-00550-8
Online ISBN: 978-3-319-00551-5
eBook Packages: EngineeringEngineering (R0)