A generic enabler framework for contextualized advertising within interactive multimedia services

Telecommunication and Internet services are constantly subject to changes, seeking the customer´s full satisfaction. Enriching these services with innovative approaches such as context-aware, mobile, adaptable and interactive mechanisms, enables users to experience a variety of personalized services seamlessly across different platforms and technologies. In this sense, advertising is not exception, especially if we consider that it will become the enabler for future next generation services. This paper, therefore presents an architectural approach and prototype implementation to provide advertising solutions across different technologies and platforms, enriching the overall user quality of experience. Moreover, by doing an overview of the current advertising market scenario, it provides the vision to overcome the established advertising paradigms focusing on key points like user privacy protection, social networks and reality mining integration. This research work will be developed within the Open SOA Telco Playground initiative at Fraunhofer Institute FOKUS.