Location-Based Advertising Using Location-Aware Data Mining

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Author(s): Wen-Chen Hu (University of North Dakota, USA), Naima Kaabouch (University of North Dakota, USA), Hongyu Guo (University of Houston − Victoria, USA)and AbdElRahman Ahmed ElSaid (University of North Dakota, USA)
Copyright: 2018
Pages: 16
Source title: Applications of Security, Mobile, Analytic, and Cloud (SMAC) Technologies for Effective Information Processing and Management
Source Author(s)/Editor(s): P. Karthikeyan (Thiagarajar College of Engineering, India)and M. Thangavel (Thiagarajar College of Engineering, India)
DOI: 10.4018/978-1-5225-4044-1.ch010

Keywords: Cloud Computing / Computer Science & IT / Information Science Reference / Systems and Software Engineering

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Abstract

This chapter describes how mobile advertisements are critical for both mobile users and businesses as people spend more time on mobile devices than on PCs. However, how to send relevant advertisements and avoid unnecessary ones to specific mobile users is always a challenge. For example, a concert-goer may like to visit restaurants or parks before the concert and may not like the advertisements of grocery stores or farmers' markets. This research tries to overcome the challenge by using the methods of location-aware data mining. Furthermore, privacy is always a great concern for location-based advertising (LBA) users because their location information has to be shared in order to receive the services. This chapter also takes the concern into serious consideration, so the user privacy will not be compromised. Preliminary experiment results show the proposed methods are effective and user-privacy is rigorously preserved.

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Location-Based Advertising Using Location-Aware Data Mining

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