The continuous evolution of broadcast and broad-band multimedia content is driving broadcasters to continually innovate to meet the ever-increasing needs of users through profiling that maximizes satisfaction. In this work, targeted advertising in online web traffic is investigated. Through the use of a Social-IoT (SIoT) platform and Hybrid Broadcast Broadband Television (HbbTV) framework users are dynamically profiled and advertising breaks are targeted to user preferences can be built. The proposed system shows an excellent level of appreciation in comparison to the delivery of standardized advertising content.
Targeted Advertisement in HbbTV Multimedia Content
Matteo Anedda
;Vlad Popescu;Massimo Farina;Daniele Giusto
2022-01-01
Abstract
The continuous evolution of broadcast and broad-band multimedia content is driving broadcasters to continually innovate to meet the ever-increasing needs of users through profiling that maximizes satisfaction. In this work, targeted advertising in online web traffic is investigated. Through the use of a Social-IoT (SIoT) platform and Hybrid Broadcast Broadband Television (HbbTV) framework users are dynamically profiled and advertising breaks are targeted to user preferences can be built. The proposed system shows an excellent level of appreciation in comparison to the delivery of standardized advertising content.
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