A new generation of public displays demands high interactive and multiscreen features to enrich people's experience in new pervasive environments. Traditionally, research on public display interaction has involved mobile devices as the main characters during the use of personal area network technologies such as Bluetooth or NFC. However, the emergent Smart TV model arises as an interesting alternative for the implementation of a new generation of public displays. This is due to its intrinsic connection capabilities with surrounding devices like smartphones or tablets. Nonetheless, the different approaches proposed by the most important vendors are still underdeveloped to support multiscreen and interaction capabilities for modern public displays, because most of them are intended for domestic environments. This research proposes multiscreen interactive middleware for public displays, which was developed from the principles of a loosely coupled interaction model, simplicity, stability, concurrency, low latency, and the usage of open standards and technologies. Moreover, a validation prototype is proposed in one of the most interesting public display scenarios: the advertising.

<p>La publicidad ha sido durante años una de las herramientas más valiosas del mercadeo a través de un enfoque principalmente masivo, generalizado y vertical entre clientes y anunciantes. No obstante, una nueva corriente conocida como publicidad ubicua marca una evolución en el concepto clásico hacia entornos más interactivos, personalizados y horizontales que busca mejorar la eficiencia y el impacto de la publicidad convencional. Gracias al apoyo de tecnologías emergentes que se sustentan en la evolución de los <em>smartphones</em> y los <em>smart TV</em>, el potencial de la publicidad ubicua es indudable, lo cual la ha convertido en un terreno fértil de investigación. El presente artículo presenta un modelo conceptual que condensa las áreas de investigación más relevantes relacionadas con el despliegue de publicidad en entornos de computación ubicua soportados en esquemas de cooperación <em>smart TV – smartphone</em>.</p>

The use of pervasive computing technologies for advertising purposes is an interesting emergent field for large, medium, and small companies. Although recommender systems have been a traditional solution to decrease users' cognitive effort to find good and personalized items, the classic collaborative filtering needs to include contextual information to be more effective. The inclusion of users' social context information in the recommendation algorithm, specifically trust in other users, may be a mechanism for obtaining ads' influence from other users in their closest social circle. However, there is no consensus about the variables to use during the trust inference process, and its integration into a classic collaborative filtering recommender system deserves a deeper research. On the other hand, the pervasive advertising domain demands a recommender system evaluation from a novelty/precision perspective. The improvement of the precision/novelty balance is not only a matter related to the recommendation algorithm itself but also a better recommendations' display strategy. In this paper, we propose a novel approach for a collaborative filtering recommender system based on trust, which was tested throughout a digital signage prototype using a multiscreen scheme for recommendations delivery to evaluate our proposal using a novelty/precision approach.

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