Location-based advertising is a sector of communications industry where GPS technology isused in advertising products and services that are in close proximity to people. It is an effectiveapproach of presenting offers, advertising and information that are within the reach of a person andtherefore is likely to be useful. Nowadays, there is lot of forms of location-based advertising. Ads aredisplayed on a smartphone when downloading and using applications and many of them are designedfor this purpose. Although they manage to reach people efficiently, they are quite limited. According toour observations, many people feel too targeted with advertisements. Some people have faced technicalissues with these GPS-based mobile advertising applications. Some applications have caused a violationof user privacy. A comprehensive analysis of these applications was performed and the results wereused to understand the requirements of an informative mobile application.
The Use of the Smartphone Improves Targeted Advertising on the User's Location
Granata G;
2020-01-01
Abstract
Location-based advertising is a sector of communications industry where GPS technology isused in advertising products and services that are in close proximity to people. It is an effectiveapproach of presenting offers, advertising and information that are within the reach of a person andtherefore is likely to be useful. Nowadays, there is lot of forms of location-based advertising. Ads aredisplayed on a smartphone when downloading and using applications and many of them are designedfor this purpose. Although they manage to reach people efficiently, they are quite limited. According toour observations, many people feel too targeted with advertisements. Some people have faced technicalissues with these GPS-based mobile advertising applications. Some applications have caused a violationof user privacy. A comprehensive analysis of these applications was performed and the results wereused to understand the requirements of an informative mobile application.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
