Ad-me: wireless advertising adapted to the user location, device and emotions

It has been predicted that the next phase of electronic business growth will be in the area of mobile e-commerce. The translation from "e " to "m " commerce, however, is not a straightforward task. This paper considers context sensitive advertising. According to analysts, wireless advertising will prove most successful when the advertisements merge seamlessly with the service content provided. This paper discusses key issues in the development of Ad-me (advertising for the mobile e-commerce user), a context-sensitive advertising system. Ad-me aims to deliver more palatable, less intrusive and personalized advertisements overlaid upon a mobile tourist guide. This paper describes the design and implementation of Ad-me and subsequently reflects upon the possibility of using user emotion to increase effectiveness of the advertising. The design of Ad-me adopts a multiagent systems (MAS) philosophy.