Rule based preferential context sharing in location aware mobile advertising

Abstract

This paper introduces a novel context management system for mobile phone users that allows them to control which part of context data they want to reveal to their service provider and which part to keep on their device. With the use of semantic rules, users can set their custom privacy and preference profile in a way that targeted advertisements can still be served despite them not wanting to reveal these details to the provider. By shifting some part of the reasoning task to user device, the mobile service provider is still able to provide highly targeted advertisements by combining the private and publicly available parts of user information. © 2013 Springer-Verlag.