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Mobile Information Systems
Volume 2016, Article ID 8593173, 18 pages
http://dx.doi.org/10.1155/2016/8593173
Research Article

Recommending Ads from Trustworthy Relationships in Pervasive Environments

1Telematics Engineering Group (GIT), University of Cauca, Street 5 No. 4-70, Popayán 190003, Colombia
2Cluster CREATIC, Calle 17N No. 6-21, Popayán 190002, Colombia
3Telematic Applications and Services Group (GAST), Carlos III University of Madrid, Campus Leganés, Avenida Universidad 30, 28911 Madrid, Spain

Received 27 January 2016; Revised 18 May 2016; Accepted 7 June 2016

Academic Editor: Stavros Kotsopoulos

Copyright © 2016 Francisco Martinez-Pabon et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The use of pervasive computing technologies for advertising purposes is an interesting emergent field for large, medium, and small companies. Although recommender systems have been a traditional solution to decrease users’ cognitive effort to find good and personalized items, the classic collaborative filtering needs to include contextual information to be more effective. The inclusion of users’ social context information in the recommendation algorithm, specifically trust in other users, may be a mechanism for obtaining ads’ influence from other users in their closest social circle. However, there is no consensus about the variables to use during the trust inference process, and its integration into a classic collaborative filtering recommender system deserves a deeper research. On the other hand, the pervasive advertising domain demands a recommender system evaluation from a novelty/precision perspective. The improvement of the precision/novelty balance is not only a matter related to the recommendation algorithm itself but also a better recommendations’ display strategy. In this paper, we propose a novel approach for a collaborative filtering recommender system based on trust, which was tested throughout a digital signage prototype using a multiscreen scheme for recommendations delivery to evaluate our proposal using a novelty/precision approach.