[雙語翻譯]廣告學外文翻譯—物聯(lián)網(wǎng)時代的廣告愿景與挑戰(zhàn)（原文）

1、See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/323142048Advertising in the IoT Era: Vision and ChallengesArticle · January 2018CITATIONS0READS455 author

2、s, including:Some of the authors of this publication are also working on these related projects:TagItSmart! - Smart Tags driven service platform for enabling ecosystems of connected objects. ViewprojectApp Collusion Dete

3、ction View projectHidayet AksuFlorida International University23 PUBLICATIONS 47 CITATIONS SEE PROFILELeonardo BabunFlorida International University7 PUBLICATIONS 17 CITATIONS SEE PROFILEMauro ContiUniversity of

4、Padova249 PUBLICATIONS 2,689 CITATIONS SEE PROFILEGabriele TolomeiUniversity of Padova25 PUBLICATIONS 271 CITATIONS SEE PROFILEAll content following this page was uploaded by Hidayet Aksu on 15 February 2018.The

5、user has requested enhancement of the downloaded file.application and services. In particular, smart vehicles – in fact, passengers traveling on board of those – may become interesting “targets” for advertisers who want

6、to sponsor their businesses. Assume a family of three is traveling in their smart car; their plan is to drive to a seaside destination a few hours away from their home and spend the weekend there. To do so, they rely on

7、the GPS navigation system embedded in their car. Bob is actually driving the car; he is a forty-five years old medical doctor and he likes Cuban food. Alice – Bob’s wife – is forty and an architect. She is really passion

8、ate about fashion design and shopping. Sitting in the back of the car, Charlie – their son – is a technology-enthusiast teenager who is listening to his favorite indie rock music from his smartphone. Suppose there exists

9、 a mechanism for profiling passengers traveling on the same smart vehicle, either explicitly or implicitly. In other words, we assume the smart car can keep track of each passenger’s profile. Such a profile needs to be b

10、uilt only from data which the user agrees to share with the surrounding IoT environment.Suppose these travelers are about to cross a city where an iconic summer music festival takes place. Interestingly, an emerging rock

11、 band is going to perform on stage the same evening. Festival promoters have already advertised that event through analog (e.g., newspapers and small billboards) and digital (e.g., the city’s website) channels. However,

12、they would also like to take advantage of an IoT ad network to send more targeted and dynamic sponsored messages, namely to reach out to possibly interested people who happen to be around, such as Charlie. Assume Charlie

13、 gets an advertisement on the music app installed on his smartphone, and he convinces his parents to stop to attend the concert. Other similar advertising messages might be delivered to Alice and Bob as well. For example

14、, Alice could be suggested to visit the city’s shopping mall on her dedicated portion of the car’s head-up display. Further- more, the eye-tracking sensors installed in the car could detect that Bob is getting tired, as

15、he has been driving for too long. Therefore, Bob might be prompted with the coordinates of the best local Cuban cafe on the GPS along with a voice message suggesting to have a coffee there. We propose an IoT advertising

16、platform that behaves as an intermediary (i.e., a broker) between advertisers (the festival promoters), end-users (Alice, Bob, and Charlie), and possibly publishers, the same way well-known ad networks do in the context

17、of Internet advertising. Note though that in IoT, several entities can play the role of “publisher”, which is not limited to a single web resource provider, but it may be a composite entity with several IoT devices. As s

18、uch, the automaker, as well as any other device embedded in the car or dynamically linked to it, may act as publisher. Providing the IoT ad network can gather information from smart vehicles and passengers traveling arou

19、nd a specific geographic area, that information can be further matched against a set of candidate advertisements, which in turn are conveyed to the right target. Note that triggering of ad requests is somewhat transparen

20、t to the end user, i.e., we do not conjure any explicit publisher- subscriber mechanism between end users and advertisers. On the other hand, users must have control over their data, which in turn may be used by the IoT

21、ad network for targeting.Figure 1 depicts the scenario above, where Alice, Bob, and Charlie all receive their targeted advertising messages. TheIoT ad network is responsible for choosing the most relevant advertisements

22、and it delivers them through one or more IoT devices that are either embedded in the car (e.g., the head-up display and the GPS) or temporarily joined to the car (e.g., the passengers’ smartphones).Fig. 1. Targeted ads t

23、riggered by the IoT environment (e.g., a smart car traveling close by a smart city) are delivered to end users on IoT devices via an intermediate IoT ad network.We claim that IoT represents a huge opportunity for mar- ke

24、ters who may want to leverage the IoT ecosystem to increase their targeted audience. Indeed, although online advertising is already a multibillion-dollar market, we believe one of its limitations is that it is essentiall

25、y based on the activities users perform on the web. Instead, IoT advertising will overcome this limitation by bringing advertisement messages to users interacting with the IoT environment (which is potentially much large

26、r than the web).III. HOW INTERNET ADVERTISING WORKS TODAYThe general idea behind Internet advertising is to allow web content publishers to monetize by reserving some predefined slots on their web pages to display ads. O

27、n the other hand, advertisers compete for taking those slots and are keen on paying publishers in exchange for that. Actually, publishers often rely on third-party entities – called ad networks – which free them from run

28、ning their own ad servers; ad networks decide on behalf of publishers which ads should be placed in which slots, when, and to whom. Furthermore, advertisers partner with several ad networks to optimize their return on in

29、vestment for their ad campaigns. Finally, ad networks charge advertisers for serving their ads according to a specific ad pricing model, e.g., cost per mille impressions (CPM) or cost per click (CPC), and share a fractio

30、n of this revenue with the publishers where those ads are impressed [8]. At the heart of online advertising, there is a real-time auction process. This runs within an ad exchange to populate an ad slot with an ad creativ

31、e1. For each ad request, there are multiple competing advertisers bidding for that ad slot. And, before any ad is served, publishers and advertisers outline a number of ad serving requirements, such as budget, when the a