A context-aware content recommending apparatus in a digital signage system is disclosed. The apparatus of the present invention includes a display part; a camera part disposed near the display part and photographing an image for a plurality of users; a providing means for providing time information; a modeling part for determining context information about each user and a plurality of pieces of user information in the image; an estimate part for estimating an interest of all users according to the plurality of pieces of user information and context information for each user; and a recommendation part for determining the expected time of interest of the plurality of contents by using the plurality of pieces of user information and the context information for each user and recommending a content to the display part. So, it is possible to recommend contents suitable for situations.;COPYRIGHT KIPO 2017
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