@inproceedings{187f4bc83eba4f8584c588e30392e647,
title = "Exploring interest-based personalization in mobile advertising",
abstract = "In the global mobile advertising market, delivering relevant and personalized advertisements to potential customers has become a central issue. This research study explores the potential of personalized mobile advertising based on information that can be extracted from users' mobile phones such as the frequency of using mobile applications and the list of most-frequently used applications. We conducted an experimental study with 15 participants to verify our approach. The results show that the congruence between the type of person's interests and the existence of interest-related application is statistically significant. Significant correlations were found between personal demographic data and specific types of mobile applications.",
keywords = "Mobile adverting, Mobile applications, Personalization",
author = "Lee, {Heung Chang} and So, {Hyo Jeong}",
note = "Publisher Copyright: Copyright 2014 ACM.; 18th International Academic MindTrek Conference, MINDTREK 2014 ; Conference date: 04-11-2014 Through 06-11-2014",
year = "2014",
month = nov,
day = "4",
doi = "10.1145/2676467.2676510",
language = "English",
series = "MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:",
publisher = "Association for Computing Machinery, Inc",
pages = "142--144",
editor = "Helja Franssila and Janne Paavilainen and Artur Lugmayr",
booktitle = "MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference",
}