Please use this identifier to cite or link to this item: http://repositorio.inesctec.pt/handle/123456789/4878
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dc.contributor.authorBruno Miguel Velosoen
dc.contributor.authorSousa,Len
dc.contributor.authorBenedita Malheiroen
dc.date.accessioned2017-12-22T19:09:21Z-
dc.date.available2017-12-22T19:09:21Z-
dc.date.issued2013en
dc.identifier.urihttp://repositorio.inesctec.pt/handle/123456789/4878-
dc.identifier.urihttp://dx.doi.org/10.1007/978-3-319-00551-5_57en
dc.description.abstractThis paper reports the development of a B2B platform for the personalization of the publicity transmitted during the program intervals. The platform as a whole must ensure that the intervals are filled with ads compatible with the profile, context and expressed interests of the viewers. The platform acts as an electronic marketplace for advertising agencies (content producer companies) and multimedia content providers (content distribution companies). The companies, once registered at the platform, are represented by agents who negotiate automatically the price of the interval timeslots according to the specified price range and adaptation behaviour. The candidate ads for a given viewer interval are selected through a matching mechanism between ad, viewer and the current context (program being watched) profiles. The overall architecture of the platform consists of a multiagent system organized into three layers consisting of: (i) interface agents that interact with companies; (ii) enterprise agents that model the companies, and (iii) delegate agents that negotiate a specific ad or interval. The negotiation follows a variant of the Iterated Contract Net Interaction Protocol (ICNIP) and is based on the price/s offered by the advertising agencies to occupy the viewer's interval. © Springer International Publishing Switzerland 2013.en
dc.languageengen
dc.relation5855en
dc.relation5898en
dc.rightsinfo:eu-repo/semantics/openAccessen
dc.titlePersonalised advertising supported by agentsen
dc.typearticleen
dc.typePublicationen
Appears in Collections:CRAS - Articles in International Conferences
CRIIS - Other Publications
LIAAD - Articles in International Conferences

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