Ubiquitous Advertising Challenges

The aim of this paper is to further explore new issues on advertising in ubiquitous information environments by theoretically and empirically discussing challenges of ubiquitous advertising. We have performed 15 interviews and 9 workshops with publishers and advertisers from the media industry. Our findings confirm previous research but also point out several additional challenging issues. We contribute to theory and practice by suggesting additional challenges for ubiquitous advertising regarding: 1) dynamic data exploitation, 2) real-time advertising adjustment (and channeling) to user behavior and preferences, 3) context adaptation and 4) user-advertiser relations.