User location context and advertisements

The research articles are usually interesting because they tell you a lot about what comes next. I found this article on the always interesting Microsoft Research site.

How to Tell an Airport from a Home: Techniques and Applications
Andreas Pitsillidis, Yinglian Xie, Fang Yu, Martin Abadi, Geofferey M. Voelker, and Stefan Savage
October 2010
http://research.microsoft.com/apps/pubs/default.aspx?id=139079

5. SUMMARY
This paper explores the notion of “location context”. Specifically, we develop techniques to derive context about the locations where users access the network (home, work, travel) by analyzing user mobility patterns from large service logs. We show that these techniques can scale to the Internet despite a number of practical challenges. Using concrete examples, we show that “location context” can provide interesting characteristics of users and their activities for a variety of applications.



In the PDF, you can read that in section 4:

	The classification of home and travel IP 
	addresses pro- vides new opportunities 
	for online applications to under- stand 
	user profiles. Based on the location 
	categories of a user, we could infer 
	their interests or intentions to 
	customize search results and to target 
	advertisement. For example, travel-related 
	links may have higher rankings when the 
	query comes from a travel IP address.




-- 
Karl Dubost
Montréal, QC, Canada
http://www.la-grange.net/karl/

Received on Monday, 18 October 2010 02:52:09 UTC