It's Personal
研究了利用生活方式预测消费者行为，结合动态用户数据，为数字电视广告开发个性化方法，提取易收集的变量来建模生活方式分段。
<h3>ABSTRACT</h3> Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers9 preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers9 behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.