Publication Type

Conference Proceeding Article

Publication Date

5-2012

Abstract

The dominant, "ad-supported free application" model for consumer-oriented mobile computing is seemingly imperiled by the growing global adoption of metered data pricing plans by mobile operators. In this paper, we explore the opportunities for addressing this emerging conflict by enabling more intelligent ad delivery to such mobile devices. One especially promising path is leveraging the increasing availability of heterogeneous wireless access technologies (e.g., WiFi, femtocells) that offer less restrictive and more energy-efficient transport substrates for such data traffic. To understand the possibilities that exist, we first profile the advertisement traffic characteristics for some of the most popular advertisement-supported consumer applications, and then analyze the key features of mobile advertisement delivery. We then outline the principles of CAMEO, a middleware that uses predictive profiling of a user's {device, network and usage} context to anticipate the advertisements that need to be served, and then modulates their delivery mechanism to enable effective mobile advertising, but at considerably lower costs. © 2012 ACM.

Discipline

Computer Sciences | Databases and Information Systems

Research Areas

Software and Cyber-Physical Systems

Publication

HotMobile '12 Proceedings of the Twelfth Workshop on Mobile Computing Systems & Applications

ISBN

9781450300056

Identifier

10.1145/2162081.2162083

Publisher

ACM

City or Country

New York, USA

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.1145/2162081.2162083

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