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.
ResumenLa publicidad en entornos de Digital Signage demanda el enriquecimiento de la aproximación clásica de recomendación orientada a individuos, a través de la entrega de anuncios para un grupo de personas que observa una pantalla pública. Aunque la precisión que se pueda lograr en las recomendaciones es importante, lo es aún más el grado de novedad que puedan percibir los usuarios. Este balance puede obtenerse no solo a través de la mejora de los algoritmos de recomendación, sino también a través de un adecuado esquema de cooperación multi-pantalla. En este sentido, el presente artículo propone una aproximación para la construcción de un sistema de recomendaciones para entornos de Digital Signage soportado en un esquema de cooperación Smart TV-Smartphone.Palabras clave: sistemas de recomendaciones, publicidad ubicua, técnicas de agregación, digital signage, Smart TV F. Martínez-Pabón -V. Garzón-Marín -J. C. Ospina-Quintero -J. J. Ibarra-Samboní -J. Caicedo-Guerrero -Á. Chantre-Astaiza -G. Ramírez-González Revista Ingenierías Universidad de MedellínRecommendations system for Digital Signage environments based on a smart tv-smartphone cooperation scheme Abstract Advertisement in Digital Signage environments demands the enrichment of the classic approach of recommendation focused on individuals by means of the delivery of ads for a group of people observing a public screen. Even though the accuracy that can be achieved in the recommendations is important, the degree of novelty perceived by the users is even more important. This balance can be obtained not only through the improvement of the recommendation algorithms, but also through an adequate multiscreen cooperation scheme. Therefore, this paper proposes an approach for the construction of a recommendations system for Digital Signage environments based on a Smart TV-Smartphone cooperation scheme.Keywords: recommendations systems, ubiquitous advertising, aggregation techniques, digital signage, Smart TV. INTRODUCCIÓNLa publicidad juega un papel transcendental en el comercio moderno, al punto que grandes compañías como Google obtienen importantes ingresos a partir de contenido publicitario. Específicamente la publicidad es parte de la promoción, una de las áreas del marketing, y es definida como "cualquier forma remunerada de presentación y promoción no personal de ideas, bienes o servicios por parte de un sponsor identificado" [1]. Actualmente, un nuevo paradigma conocido como publicidad ubicua, el cual se refiere al uso de tecnologías de computación ubicua con fines publicitarios [1], ha surgido como una interesante promesa para consumidores y anunciantes.Pese a que la mayoría de las aproximaciones en este contexto han sido concebidas para dirigir los anuncios a los dispositivos personales de los usuarios (Smartphones, tablets, PC), aún los espacios públicos resultan muy interesantes para la industria, teniendo en cuenta que el 75 % de las decisiones de compra se toma en los propios lugares de venta o cerca de ellos [2]; este campo, conocido como Digit...
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