Adaptive User Profiles in Pervasive Advertising Environments

Nowadays modern advertising environments try to provide more efficientads by targeting costumers based on their interests. Various approaches existtoday as to how information about the users’ interests can be gathered. Users candeliberately and explicitly provide this information or user’s shopping behaviorscan be analyzed implicitly. We implemented an advertising platform to simulate anadvertising environment and present adaptive profiles, which let users setup profiles,based on a self-assessment, and enhance those profiles with informationabout their real shopping behavior as well as about their activity intensity. Additionallywe explain how pervasive technologies such as Bluetooth can be used tocreate a profile anonymously and unobtrusively.