Inproceedings,
Bluetooth and WAP push based location-aware mobile advertising system
Proceedings of the 2nd international conference on Mobile systems, applications, and services, page 49--58. New York, NY, USA, ACM, (2004)
DOI: 10.1145/990064.990073
Abstract
Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
