A distributed platform for personalized advertising in digital interactive TV environments

Advertising plays an important role in modern free markets. Furthermore, advertising is moving towards the establishment of one-to-one marketing relationships. Thus, personalized advertisement is currently considered as a hot topic in product promotion as it can be proved beneficial for all the key players, such as the advertisers, the advertised companies, as well as the consumers. Interactive TV and WWW can provide the means for personalized advertising. But of course, special systems and platforms for personalization must be first developed. This paper proposes a prototype system which efficiently achieves the personalization of the advertisements in the environment of digital interactive TV. Thus, the environment for the exploitation of the proposed system are examined, the details in design and implementation are given, while extensive operation testing and evaluation are provided proving its high applicability in real business environments.