Profiling and targeting opportunities in pervasive advertising

Pervasive computing has created a need to profile users of these systems in a way never required in traditional computing. To pursue many of the commonly expected goals of pervasive advertising, we also need rich sources of profile information to build up a model of a user’s identity and so target ads to them more effectively. We present an advertising platform that uses information gleaned from a person’s Facebook profile to target personalised ads to them in a pervasive environment. Our system uses the existing Facebook application platform and has tunable privacy settings. Secondly, we propose a new class of advertisements that are made possible with this platform.