Pervasive advertising: An approach for consumers and advertisers

Pervasive Advertising stands out from other forms of ad serving by using contextual information of consumers. However, providing relevant ads is not enough for effective Pervasive Advertising. It is also necessary to address the objectives of the advertisers, leading to a trade off between advertisers´ objectives and consumers´ needs. This paper presents a solution based on multiagent negotiation to solve this impasse. Experiments have demonstrated that the solution is effective in finding a balance between the needs of the consumers and the objectives of the advertisers.