Building an Intelligent Mobile Advertising System

The fast deployment of wireless networks and mobile technologies and the significant increase in the number of mobile device users have created a very strong demand for new innovative mobile commerce applications and services. Since mobile advertising is one of the important subjects in mobile commerce, studying and developing mobile advertising solutions becomes a hot research and business topic. This paper first discusses the basic concepts of mobile advertising. Then, it reports a mobile advertising system (known as SmartMobile-AD), including its supporting business process, functions, system architecture, and built-in technical solutions. The system supports the wireless advertising workflow for wireless service companies and publishers (or portals) to manage and deliver multimedia mobile ads to mobile users over the wireless Internet. The paper provides insights and design solutions on mobile advertisement targeting, delivery, tracking, and performance measurement. Furthermore, the paper presents application examples of the system.