Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. This paper introduces a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. The paper presents a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
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