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SEKE 2012 Proceedings - Knowledge Systems Institute

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ake in 450F<br />

Debates concerning<br />

the nature, essence<br />

and the mode of<br />

existence of space<br />

date back to<br />

antiquity; namely,<br />

to treatises like<br />

the Timaeus of Plat<br />

o, or Socrates in his<br />

140 Santa<br />

Clara<br />

Library<br />

2178<br />

We evaluated their performances about five<br />

different SMS si zes: 5, 25, 53,104 and 140 with<br />

different contents. As you can see the table, when the<br />

SMS size is increasing, the tim e taken to get<br />

advertisements is becom ing longer. The behavior is<br />

expected as more time will be consum ed by the<br />

transmission and content analyzing.<br />

We believe that in the future, g ood content-related<br />

advertisement providers should help advertisement<br />

publishers deliver the adv ertisements to targ et<br />

customers precisely and shoul d provide the friendly<br />

user interface to m otivate customers to involve into<br />

the advertisement system and to give them the<br />

opportunity to post and display advertisements.<br />

GLOSSARY<br />

[1] API: Application Interface which is a interface provide to develop to<br />

access the service provided by provider<br />

[2] REST:Representational State Transfer is style of web service. Service<br />

consumer could access the service and resource by stand HTTP call<br />

[3] POS Tagger: Part-of-speech tagging is a pr ocess to markup the<br />

word regards to the context<br />

[4] PPC: Pay per click which define the bid pr ice by vendor for each<br />

clicking in their advertisement<br />

REFERENCES<br />

Figure 7. Database Elapse Time/Total Elapes Time<br />

VI. FUTURE ENHANCEMENTS<br />

In the future, we plan to include location<br />

information in the analy sis and preparat ion of<br />

advertisements. When a consum er goes to a targ et<br />

territory, relevant advertisements should be delivered<br />

to the consumer, considering his location. Com bining<br />

location information, users will receive location-aware<br />

and content-aware advertisements tailored to their<br />

interests.<br />

[1] White Paper on The USmA: The United States of Mobile Advertising<br />

retrieved by July 06,2011<br />

http://www.smaato.com/media/Smaato_WhitePaper_USma_1102201<br />

0.pdf<br />

[2] RESTful Service retrieved by July 10,2011<br />

http://en.wikipedia.org/wiki/Representational_state_transfer#RESTfu<br />

l_web_services<br />

[3] Mobile Marketing Association Mobile Advertising<br />

Guidelines(Version 5.0) retrieved July 06, 2011,<br />

from http://www.mmaglobal.com/mobileadvertising.pdf<br />

[4] Silicon Angle 2009 Mobile Advertising revenue market share leader<br />

Retrieved July 07, 2011<br />

from http://siliconangle.com/blog/2009/12/11/2009-mobileadvertising-revenue-market-share-leaders/<br />

[5] Google Inc. Admob API Document<br />

[6] Google Inc. Google Adsense API<br />

I. CONCLUSION<br />

Our proactive mobile advertisement system<br />

provides convenient restful A PI for developers to<br />

embed mobile advertisements into the application.<br />

This system conquers the problem s that happened in<br />

existing mobile advertisements solutions. It uses<br />

convenient RESTful API and avoids the banner<br />

display in mobile devices. Our work presents the<br />

initial step to chang e the current advertising model.<br />

773

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