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Towards a multi-screen interactive ad delivery platform

Abstract:

Interactive advertising based on multiple devices opens new possibilities for mobile applications, where users can search, select, or expand the information provided in advertising commercials by incorporating interactivity-friendly companion devices such as smart phones and tablets. In this paper, we derive the basic requirements for a flexible infrastructure that can support interactive ad applications. The infrastructure comprises a set of components and their externally visible properties, and the relationships between them. The main contributions of this work are first, establishing a desirable set of requirements for a suitable working scenario on which the different interactivity supporting systems people use in a regular basis can be easily integrated, and second, the definition of a platform which considers the different stages and requirements identified from different works in related areas.