Telecommunication and Internet services are constantly subject to changes, seeking the customer's full satisfaction. Enriching these services with innovative approaches such as context-aware, mobile, adaptable and interactive mechanisms, enables users to experience a variety of personalized services seamlessly across different platforms and technologies. In this sense, advertising is not exception, especially if we consider that it will become the enabler for future next generation services. This paper, therefore presents an architectural approach and prototype implementation to provide advertising solutions across different technologies and platforms, enriching the overall user Quality of Experience. Moreover, by doing an overview of the current advertising market scenario, it provides the vision to overcome the established advertising paradigms focusing on key points like user privacy protection, social networks and reality mining integration. This research work will be developed within the Open SOA Telco Playground initiative at Fraunhofer Institute FOKUS.
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机译：电信和互联网服务不断受到改变，寻求客户的全面满足感。以创新的方法为这些服务丰富，如情境感知，移动，适应性和互动机制，使用户能够在不同的平台和技术中无缝地体验各种个性化服务。从这个意义上讲，广告并不例外，特别是如果我们认为它将成为未来的下一代服务的推动者。因此，介绍了架构方法和原型实施，为不同技术和平台提供广告解决方案，丰富了整体用户体验质量。此外，通过概述当前的广告市场情景，它提供了克服了专注于用户隐私保护，社交网络和现实挖掘整合等关键点的建立的广告范式的愿景。这项研究工作将在Fraunhofer Institute Fokus开放的SOA Telco Playground计划中开发。
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