This chapter discusses Activity-based Advertising, an approach to more accurately target advertisements by inferring a consumer’s activities. This chapter begins with some of the important characteristics of advertising, and explains the incentives held by consumers and marketers. We explain why consumer and advertiser interests are not necessarily at odds, and briefly survey some existing targeting technologies that benefit both. We then describe the vision and benefits of activity-based advertising, and describe how it can advance targeting technologies even further. We finish with a methodology for evaluating activity-based advertising technologies, and present some initial results of activity-based advertising’s potential.
Partridge, K.; Begole, J. Activity-based advertising. To appear in Pervasive Advertising, edited by J. Müller, F. Alt and D. Michelis. London: Springer-Verlag; 2011.