标题:Privacy Preserving in Personalized Mobile Marketing
作者:Sun, Yuqing; Ji, Guangjun
通讯作者:Sun, Y
作者机构:[Sun, Yuqing; Ji, Guangjun] Shandong Univ, Sch Comp Sci & Technol, Jinan, Peoples R China.
会议名称:6th International Conference on Active Media Technology
会议日期:AUG 28-30, 2010
来源:ACTIVE MEDIA TECHNOLOGY
出版年:2010
卷:6335
页码:538-545
DOI:10.1007/978-3-642-15470-6_54
摘要:With the popularity of portable smart devices and advances in wireless technologies, mobile marketing increases quickly. Among various methods, short message is regarded as the most efficient mode. While mobile advertising enhances communication with consumers, the messages without a required permission from users cause privacy violations. So, how to simultaneously support personalization and privacy preserving in mobile marketing is a challenging problem. In this paper, we investigate this problem and propose a Privacy Preserving Model for Personalized Mobile Marketing (P(2) PMM), that can protect both users' preferences and location privacy while supporting personalization in mobile marketing. We propose an efficient coding method to manage hierarchical categories and users' preferences. We also investigate how such a model can be applied into practice and a prototype is implemented.
收录类别:CPCI-S;EI;SCOPUS
WOS核心被引频次:2
Scopus被引频次:4
资源类型:会议论文;期刊论文
原文链接:https://www.scopus.com/inward/record.uri?eid=2-s2.0-78649855664&doi=10.1007%2f978-3-642-15470-6_54&partnerID=40&md5=d4f739349103aa0cbbbc45e41ebd6c6e
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