Recent trends in research pro-pose a new approach based on advertising games where the agreement on a common language is produced at run time. Nevertheless up to now such a model has been studied only through simulations with standalone platforms. The contribution is the design and the development of the first web ser-vices oriented architecture for advertising games. Therefore it approached all the issues typical of distributed systems neglected by the simulators like asynchronous communications, denial of services, and so on. Finally the paper present a real world application where the architecture has been deployed to support the advertising task using an advertising game model.
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