Conceptualizing Context for Pervasive Advertising

Christine Bauer, Sarah Spiekermann

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the environment are increasingly advanced, questions such as what to sense and how to adapt to a consumer’s con- text are largely unanswered. In this chapter, we analyze the purchase context of a retail outlet and conceptualize it such that adaptive pervasive advertising applications really deliver on their potential: showing the right message at the right time to the right recipient.
Original languageEnglish
Title of host publicationPervasive Advertising
Place of PublicationLondon, United Kingdom
Number of pages25
ISBN (Electronic)978-0-85729-352-7
ISBN (Print)978-0-85729-351-0
Publication statusPublished - 2011

Publication series

NameHuman-Computer Interaction Series


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