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Advisor(s)
Abstract(s)
This paper reports the development of a B2B platform for the personalization of the publicity transmitted during the program intervals. The platform as a whole must ensure that the intervals are filled with ads compatible with the profile, context and expressed interests of the viewers. The platform acts as an electronic marketplace for advertising agencies (content producer companies) and multimedia content providers (content distribution companies). The companies, once registered at the platform, are represented by agents who negotiate automatically the price of the interval timeslots according to the specified price range and adaptation behaviour. The candidate ads for a given viewer interval are selected through a matching mechanism between ad, viewer and the current context (program being watched) profiles. The overall architecture of the platform consists of a multiagent system organized into three layers consisting of: (i) interface agents that interact with companies; (ii) enterprise agents that model the companies, and (iii) delegate agents that negotiate a specific ad or interval. The negotiation follows a variant of the Iterated Contract Net Interaction Protocol (ICNIP) and is based on the price/s offered by the advertising agencies to occupy the viewer’s interval.
Description
Keywords
Multiagent system B2B Multimedia Brokerage Profile Matching Fixed ICNIP Web Services
Citation
Bruno Veloso; Luís Ventura de Sousa; Benedita Malheiro. Personalised Advertising Supported by Agents, In Distributed Computing and Artificial Intelligence, 473-481, ISBN: 978-3-319-00550-8. Heidelberg: Springer International Publishing, 2013.
Publisher
Springer International Publishing