Location based targeted advertising using Bayesian network and Fuzzy TOPSIS

• Published in: 2010 5th International Symposium on Telecommunications pp. 645 - 650
• Main Authors: Mazaheri, A, Rafiee, N, Khadivi, P
• Format: Conference Proceeding
• Language: English
• Published: IEEE 01-12-2010
• Subjects: Advertising; Bayesian methods; Bayesian Network; Decision making; Fuzzy TOPSIS; Location Based Service (LBS); Materials; Mathematical model; Mobile communication; Targeted advertising
• ISBN: 142448183X; 9781424481835
• DOI: 10.1109/ISTEL.2010.5734103

These days, with the rapid growth in mobile computing and wireless communications, Location Based Services are being used more than ever. One of the most important issues in this field is providing the most appropriate content to users according to their interests and characteristics. However, in traditional LBS systems, the location of the mobile subscriber was the only criteria, which has been used to determine whether to notify the user or not. In this paper we have proposed a new intelligent targeted advertising method in LBS environments based on Bayesian networks and Fuzzy TOPSIS. With the help of this method we can provide an adaptive system to meet the user's individual needs.