Demo: MoCA+: Incorporating user modeling into mobile contextual advertising

So Jung Park, Jung Hyun Lee, So Young Jun, Kang Min Kim, Sang-Geun Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

In-app advertising has become a signifcant source of revenue for mobile apps. Mobile contextual advertising is one of the recent approaches to improve the effectiveness of inapp advertising, which seeks to target an app page content that a user is viewing. Typically, mobile contextual advertising is based on the cloud-based architecture, which may cause many privacy concerns, because in-device user data inevitably sends to ad servers. In our previous work [3], we developed a novel mobile contextual advertising platform, called MoCA, which was designed to improve the relevance of in-app ads in a privacy protecting manner. However, MoCA does not explicitly model user interests. In this demo, we present yet another mobile contextual advertising platform, called MoCA+, which incorporates user modeling into MoCA. It is designed to provide contextual in-app ads to third-party apps through its well-defned APIs. MoCA+ collects a variety of user data inside a mobile device to model user interests. It then matches contextual ads considering both the user interests and an app page content based on the semantic technique [2]. Since the proposed platform explicitly targets user interests, it is expected to satisfy the user's information needs, resulting in a better user experience on in-app advertising. As opposed to typical mobile contextual advertising that is based on big data analytics on ad servers, MoCA+ performs all the key essential tasks locally. It, therefore, protects user privacy without sending out any in-device data. To the best of our knowledge, this is one of few works to implement the mobile contextual advertising platform without resort to servers.

Original languageEnglish
Title of host publicationMiddleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017
Subtitle of host publicationProceedings of the Posters and Demos Session of the 18th International Middleware Conference
PublisherAssociation for Computing Machinery, Inc
Pages21-22
Number of pages2
ISBN (Electronic)9781450352017
DOIs
Publication statusPublished - 2017 Dec 11
Event18th ACM/IFIP/USENIX International Middleware Conference, Middleware 2017 - Las Vegas, United States
Duration: 2017 Dec 112017 Dec 15

Other

Other18th ACM/IFIP/USENIX International Middleware Conference, Middleware 2017
CountryUnited States
CityLas Vegas
Period17/12/1117/12/15

Fingerprint

Application programs
Marketing
Servers
Application programming interfaces (API)
Mobile devices
Semantics

ASJC Scopus subject areas

  • Software
  • Information Systems

Cite this

Park, S. J., Lee, J. H., Jun, S. Y., Kim, K. M., & Lee, S-G. (2017). Demo: MoCA+: Incorporating user modeling into mobile contextual advertising. In Middleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017: Proceedings of the Posters and Demos Session of the 18th International Middleware Conference (pp. 21-22). Association for Computing Machinery, Inc. https://doi.org/10.1145/3155016.3155022

Demo : MoCA+: Incorporating user modeling into mobile contextual advertising. / Park, So Jung; Lee, Jung Hyun; Jun, So Young; Kim, Kang Min; Lee, Sang-Geun.

Middleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017: Proceedings of the Posters and Demos Session of the 18th International Middleware Conference. Association for Computing Machinery, Inc, 2017. p. 21-22.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Park, SJ, Lee, JH, Jun, SY, Kim, KM & Lee, S-G 2017, Demo: MoCA+: Incorporating user modeling into mobile contextual advertising. in Middleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017: Proceedings of the Posters and Demos Session of the 18th International Middleware Conference. Association for Computing Machinery, Inc, pp. 21-22, 18th ACM/IFIP/USENIX International Middleware Conference, Middleware 2017, Las Vegas, United States, 17/12/11. https://doi.org/10.1145/3155016.3155022
Park SJ, Lee JH, Jun SY, Kim KM, Lee S-G. Demo: MoCA+: Incorporating user modeling into mobile contextual advertising. In Middleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017: Proceedings of the Posters and Demos Session of the 18th International Middleware Conference. Association for Computing Machinery, Inc. 2017. p. 21-22 https://doi.org/10.1145/3155016.3155022
Park, So Jung ; Lee, Jung Hyun ; Jun, So Young ; Kim, Kang Min ; Lee, Sang-Geun. / Demo : MoCA+: Incorporating user modeling into mobile contextual advertising. Middleware 2017 - Proceedings of the 2017 Middleware Posters and Demos 2017: Proceedings of the Posters and Demos Session of the 18th International Middleware Conference. Association for Computing Machinery, Inc, 2017. pp. 21-22
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