2018年廣告學(xué)外文翻譯—物聯(lián)網(wǎng)時(shí)代的廣告愿景與挑戰(zhàn)（節(jié)選）

1、<p>　　字?jǐn)?shù)：英文3650單詞，20134字符；中文6673漢字</p><p>　　出處：H Aksu,et al.Advertising in the IoT Era: Vision and Challenges[J]arXiv preprint arXiv.2018</p><p><b>　　外文文獻(xiàn)：　</b></p><p

2、>　　Advertising in the IoT Era: Vision and Challenges</p><p>　　Abstract The Internet of Things (IoT) extends the idea of interconnecting computers to a plethora of different devices, collectively referred

3、 to as smart devices. These are physical items – i.e., “things” – such as wearable devices, home appliances, and vehicles, enriched with computational and networking capabilities. Due to the huge set of devices involved

4、– and therefore, its pervasiveness – IoT is a great platform to leverage for building new applications and services or extending existing </p><p>　　In this paper, we first propose the architecture of an IoT

5、advertising platform inspired by the well-known business ecosystem, which the traditional Internet advertising is based on. Additionally, we discuss the key challenges to implement such a platform with a special focus on

6、 issues related to architecture, advertisement content delivery, security, and privacy of the users.</p><p>　　Keywords: IoT advertising, IoT advertising middleware, IoT ad network, IoT publisher, Internet ad

7、vertising, Online advertising</p><p>　　I.INTRODUCTION</p><p>　　The Web has gained so much importance in the market economy during the last two decades because of the development of new Internet-

8、based business models. Among those, online advertising is one of the most successful and profitable. Generally speaking, online advertising – also referred to as Internet advertising – leverages the Internet to deliver p

9、romotional contents to end users. Already in 2011, revenues coming from online advertising in the United States alone surpassed those of cable televi</p><p>　　The global spread of mobile devices has also bee

10、n changing the original target of online advertising. This is indeed moving from showing traditional display advertisements (i.e., banners) on desktop computers to the so-called native advertisements impressed within app

11、 streams of smartphones and tablets.More generally, Internet advertising business will eventually extend to emerging pervasive and ubiquitous interconnected smart devices, which are collectively known as the Internet of

12、Things (IoT)</p><p>　　Enabling computational advertising in the IoT world is an under-investigated research area; nonetheless, it possibly includes many interesting opportunities and challenges. Indeed, IoT

13、advertising would enhance traditional Internet advertising by taking advantage of three key IoT features: device diversity, high connectivity, and scalability. IoT device diversity will enable more complex advertising st

14、rategies that truly consider context awareness. For example, a car driver could receive customi</p><p>　　The rest of this paper is organized as follows: Section II motivates the idea of IoT advertising with

15、a use case scenario. Section III and IV articulate key background concepts. In Section V, we propose our vision of an IoT advertising landscape; in particular, we characterize the main entities involved as well as the in

16、teractions between them. Section VI outlines the key challenges to be addressed for successfully enabling IoT advertising. Finally, we conclude in Section VII.</p><p>　　II.AN EXAMPLE OF AN IOT ADVERTISING SC

17、ENARIO: IN-CAR ADVERTISING</p><p>　　Connected smart vehicles are one of the most dominant trends of the IoT industry: automakers are indeed putting a lot of effort to equip their vehicles with an increasing

18、set of computational sensors and devices.</p><p>　　With millions of smart vehicles going around – each one carrying possibly multiple passengers – automobiles are no longer just mechanical machines used by p

19、eople to move from point A to point B; rather, they are mobile, interconnected, and complex nodes constituting a dynamic and distributed computing system. This opens up new opportunities for developers who can leverage s

20、uch an environment to build novel application and services. In particular, smart vehicles – in fact, passengers traveling on</p><p>　　Assume a family of three is traveling in their smart car; their plan is t

21、o drive to a seaside destination a few hours away from their home and spend the weekend there. To do so, they rely on the GPS navigation system embedded in their car. Bob is actually driving the car; he is a forty-five y

22、ears old medical doctor and he likes Cuban food. Alice – Bob’s wife – is forty and an architect. She is really passionate about fashion design and shopping. Sitting in the back of the car, Charlie – their so</p>&

23、lt;p>　　Suppose these travelers are about to cross a city where an iconic summer music festival takes place. Interestingly, an emerging rock band is going to perform on stage the same evening. Festival promoters have a

24、lready advertised that event through analog (e.g., newspapers and small billboards) and digital (e.g., the city’s website) channels. However, they would also like to take advantage of an IoT ad network to send more targe

25、ted and dynamic sponsored messages, namely to reach out to possibly in</p><p>　　Assume Charlie gets an advertisement on the music app installed on his smartphone, and he convinces his parents to stop to atte

26、nd the concert. Other similar advertising messages might be delivered to Alice and Bob as well. For example, Alice could be suggested to visit the city’s shopping mall on her dedicated portion of the car’s head-up displa

27、y. Furthermore, the eye-tracking sensors installed in the car could detect that Bob is getting tired, as he has been driving for too long. Therefore, Bob</p><p>　　We propose an IoT advertising platform that

28、behaves as an intermediary (i.e., a broker) between advertisers (the festival promoters), end-users (Alice, Bob, and Charlie), and possibly publishers, the same way well-known ad networks do in the context of Internet ad

29、vertising. Note though that in IoT, several entities can play the role of “publisher”, which is not limited to a single web resource provider, but it may be a composite entity with several IoT devices. As such, the autom

30、aker, as well as</p><p>　　III.HOW INTERNET ADVERTISING WORKS TODAY </p><p>　　The general idea behind Internet advertising is to allow web content publishers to monetize by reserving some predefi

31、ned slots on their web pages to display ads. On the other hand, advertisers compete for taking those slots and are keen on paying publishers in exchange for that. Actually, publishers often rely on third-party entities –

32、 called ad networks – which free them from running their own ad servers; ad networks decide on behalf of publishers which ads should be placed in which slots, when</p><p>　　At the heart of online advertising

33、, there is a real-time auction process. This runs within an ad exchange to populate an ad slot with an ad creative. For each ad request, there are multiple competing advertisers bidding for that ad slot. And, before any

34、ad is served, publishers and advertisers outline a number of ad serving requirements, such as budget, when the ad should be displayed as well as targeting information. In particular, targeted advertising allows to delive

35、r sponsored contents that </p><p>　　In the high-level architecture of current online advertising systems, the main entities involved are: the user who typically sits behind a web browser or a mobile app; the

36、 publisher (i.e., a service provider) who exposes some “service” to the user (e.g., a web content provider like cnn.com or a web search engine like Google or Yahoo); the advertiser who wants to promote its products and p

37、ossibly attract new customers by leveraging the user base of the publisher; the ad network that participates </p><p>　　IV.IOT KEY FEATURES</p><p>　　The IoT stack is normally described as a four-

38、layer infrastructure. The first layer defines how the smart physical world (e.g., networked-enabled devices, devices embedded with sensors) interact with the physical world. The second layer is in charge of providing the

39、 necessary connectivity between devices and the Internet. Further, a third layer incorporates data aggregation and other preliminary data processing. Finally, the fourth layer is in charge of feeding the control centers

40、and providing </p><p>　　Connectivity: A crucial element in IoT is the high connectivity required among devices, servers, and/or service control centers. Indeed, high-speed connectivity is necessary in order

41、to cope with real-time applications and the level of cooperation expected from IoT devices. Currently, IoT connectivity is guaranteed by traditional network protocols and technologies like WiFi, Bluetooth Smart, and Devi

42、ce-to-Device (D2D) communications. IEEE and the IETF are designing new communications protocols s</p><p>　　Resource availability: This defines the amount of computing resources available to implement IoT ser

43、vices. In general, IoT devices can be categorized into two groups: resource-rich, with faster CPUs and higher memory availability and resourcelimited devices, with limited memory and low-performance CPUs. Note that the w

44、ay IoT devices interact with users (e.g., display availability, user-input enabled devices, etc.) depends on the available resources.</p><p>　　Power consumption: The nature of IoT applications imposes severa

45、l power constraints on the devices. In general, IoT devices are meant to be remotely monitored, autonomous, wearable, and/or with high mobility. These characteristics define the specific power restrictions for every appl

46、ication.</p><p>　　Complexity and Scalability: Today, IoT devices can be found in several user-oriented (e.g., smart home, wearables devices) and industrial (e.g., smart grid, healthcare IoT) applications. Th

47、e different IoT architectures need to be scalable to handle the constant flow of new devices and the always increasing set of new services and applications.</p><p>　　V.A VISION FOR AN IOT ADVERTISING LANDSCA

48、PE </p><p>　　The ultimate aim of IoT is to provide new applications and services by taking advantage of the IoT features discussed above. Different from the simplistic approach of utilizing traditional legac

49、y sensors combined with decision entities, the high connectivity and intelligence present in IoT along with the possibility of continuous scalability, allow building a wide pool of applications based on users’ generated

50、IoT-data. Among those, expanding the traditional Internet advertising marketplace is o</p><p>　　To enable the IoT advertisement vision, we introduce our model of an IoT advertising architecture. Despite this

51、 is clearly inspired by the Internet advertising architecture, IoT advertising has its own peculiarities, and therefore, deserves a dedicated infrastructure to be successful. Our IoT advertising model consists of three l

52、ayers, each one composed of several entities: the bottom layer (IoT Physical Layer) contains physical IoT devices; the middle layer (IoT Advertising Middleware) coincide</p><p>　　In the remaining of this sec

53、tion, we discuss the role and characteristics of each entity separately.</p><p>　　A.IoT Advertiser</p><p>　　This represents an entity which would like to take advantage of IoT to advertise its o

54、wn products/services such as the music festival promoters in the use case discussed above. It is expected to interact with other actors of the advertising ecosystem in the same way web advertisers do on traditional Inter

55、net advertising. Due to the high diversity of devices involved, the IoT advertiser needs to conceive and design its campaign for heterogeneous targets, i.e., newer ad formats, which are not nece</p><p>　　B.I

56、oT Ad Network and IoT Ad Exchange</p><p>　　The IoT ad network, in combination with the IoT ad exchange will be responsible for matching the most profitable ads with target IoT publishers on behalf of both th

57、e publisher and the advertiser. This can be achieved in the same way as traditional ad networks interact with ad exchanges for Internet advertising, i.e., through real-time auctions. Moreover, differently from Internet a

58、dvertising where those auctions are triggered by the user requesting a resource from a web publisher, in IoT such ev</p><p>　　C.IoT Publisher</p><p>　　The role of IoT publisher is not limited to

59、 a web resource provider anymore. An IoT publisher can rather be thought of an ensemble of IoT devices, which collectively cooperate to implement and expose to the user multiple functionalities, as well as to deliver adv

60、ertisements. For instance, the smart vehicle introduced in our use case is a possible example of an IoT publisher. The smart vehicle is indeed composed of several embedded IoT atomic devices (e.g., the GPS, the tire cont

61、roller, the sound</p><p>　　D.IoT Advertising Coordinator</p><p>　　The role of IoT advertising coordinator is twofold: On the one hand, it allows bottom-layer IoT devices to expose themselves as

62、a single IoT publisher entity to the upper-layer advertising ecosystem. On the other hand, it is responsible for dispatching and delivering advertisements coming from advertising ecosystem down to physical IoT devices, a

63、nd in turn, to the end user. To achieve both those capabilities, the IoT advertising coordinator makes use of several subcomponents. Among those, we foc</p><p>　　VI.CHALLENGES OF IOT ADVERTISING</p>&

64、lt;p>　　In this section, we analyze the possible key challenges of IoT advertising.</p><p>　　A.Architectural Challenges</p><p>　　From the IoT advertising perspective, the current IoT architect

65、ure (see Section IV) has several challenges that need to be addressed. IoT device heterogeneity will add an extra burden to the IoT advertising coordinator. The coordinator would need to deal with different memory, CPU,

66、energy, and sensor availability and capabilities, so the right advertising strategy is chosen for every device and user while keeping the required efficiency and reliability of services. Moreover, IoT can be configure<

67、;/p><p>　　B.Ad Content Delivery Challenges</p><p>　　Content delivery in IoT advertising involves three different scopes: user profile, user location-activity, and device capabilities. Content deliv

68、ery challenges will defy the capacity of the IoT devices to cope with the requirements of the proposed IoT advertising scheme in two main aspects:</p><p>　　1)Quality and quantity of available user data: Diff

69、erent levels of data obtained from the user will create user-based digital signatures (i.e., user profile) with different quality levels. Also, different permission policies can impact negatively on the quality of users’

70、 activity/location tracking processes.</p><p>　　2)Device capabilities: In cases where IoT device cooperation is not possible, the delivery of the advertisement content to the user will be exclusively defined

71、 by the device capacity. For instance, the amount of advertisement content that the user can get from devices with visual capabilities is expected to be higher.</p><p>　　C.Security and Privacy Challenges<

72、/p><p>　　Integrating IoT into the traditional advertising model poses security challenges for customers, advertisers, and publishers. Some of the security challenges that need to be overcome are the following:&

73、lt;/p><p>　　?Due to the high diversity of devices and communication protocols in IoT, there exists a perpetual need for monitoring and detecting new vulnerabilities and attacks in a constantly changing environm

74、ent.</p><p>　　?Sensitive user data needs to be protected not only from outsiders, but also from malicious corporations that can misuse it.</p><p>　　?Users are not always aware of security risks

75、and a lot of effort needs to be done on the educational side.</p><p>　　?Current and new communication protocols incorporate state-of-the-art protection mechanisms, but, in most cases, security is optional an

76、d these protocols are insecure in default mode.</p><p>　　?The high level of interconnection in the IoT opens creates more opportunities for malware and worms to spread over the network.</p><p>　

77、　?Advertisements should not become intrusive for user privacy nor disrupt the user experience of the surrounding IoT environment.</p><p>　　Traditionally, Internet advertising has compromised user privacy by

78、tracking people’s browsing habits. IoT advertising would go further by tracking user behavior based on day-today activities. Here, dataveillance becomes more valuable considering that IoT user data is much more diverse i

79、f compared with regular web browsing data.</p><p>　　D.Fragmentation of IoT</p><p>　　Currently, there is not a single inter-operable framework that integrates all IoT devices and services. In fac

80、t, despite the efforts to design dedicated protocols for IoT, the current IoT ecosystem offers several options for developers to write smart apps using a variety of different programming architectures (e.g. SmartThings,

81、OpenHAB, and Apple Home Kit). Also, multiple combinations of standards and protocols are possible (e.g., Communications: IPv4/IPv6, RPL, 6LowPAN, Data: MOTT, CoAP, AMPQ, </p><p>　　E.IoT Data Flow</p>

82、<p>　　Data flow in IoT highly depends on the programming architecture. There are few cases where smart apps run on specific IoT devices or hubs; however, most of the IoT apps are cloud-based. Smart apps obtain infor

83、mation from the smart devices (sensors) and send data to the cloud to execute the app logic. External web programming tools like IFTTT and Node-RED can also be integrated into the IoT architecture to connect, control, an

84、d request information from different devices. The integration of these </p><p>　　VII.CONCLUSIONS</p><p>　　Internet advertising market is worth hundreds of billions of dollars and is one of the f

85、astest growing online businesses. Nevertheless, it is still restricted to web browser-based and, more recently, mobile in-app contexts.</p><p>　　The Internet of Things (IoT) will open up a novel, largescale,

86、 pervasive digital advertising landscape; in other words, a new IoT advertising marketplace that takes advantage of a huge collection of smart devices, such as wearables, home appliances, vehicles, and many other connect

87、ed digital instruments, which end users constantly interact with in their daily lives.</p><p>　　In this paper, we introduce the architecture of an IoT advertising platform and its enabling components. We als

88、o discuss possible key challenges to implement such a platform with a special focus on issues related to advertisement delivery, security, and privacy of the user.</p><p>　　To the best of our knowledge, this

89、 is the first work defining the IoT advertising and discussing possible enabling solutions for it. We expect our work will impact both upcoming researches on this topic, and the development of new products at scale in th

90、e industry.</p><p><b>　　中文譯文：</b></p><p>　　物聯(lián)網(wǎng)時(shí)代的廣告：愿景與挑戰(zhàn)</p><p>　　摘要 物聯(lián)網(wǎng)（IoT）將計(jì)算機(jī)互連的思想擴(kuò)展到大量不同的設(shè)備，統(tǒng)稱(chēng)為智能設(shè)備。這些是物理物品，即“東西”，如可穿戴設(shè)備、家用電器和車(chē)輛，具有豐富的計(jì)算和聯(lián)網(wǎng)能力。由于涉及到大量的設(shè)備——因此，其無(wú)處不在

91、——物聯(lián)網(wǎng)是一個(gè)很好的平臺(tái)，可以用來(lái)構(gòu)建新的應(yīng)用程序和服務(wù)，或者擴(kuò)展現(xiàn)有的應(yīng)用程序和服務(wù)。在這方面，將網(wǎng)絡(luò)廣告擴(kuò)展到物聯(lián)網(wǎng)領(lǐng)域是一個(gè)未被調(diào)查但很有前途的研究方向，特別是考慮到傳統(tǒng)的互聯(lián)網(wǎng)廣告市場(chǎng)已經(jīng)價(jià)值數(shù)千億美元。</p><p>　　本文首先從傳統(tǒng)互聯(lián)網(wǎng)廣告所依賴(lài)的著名商業(yè)生態(tài)系統(tǒng)出發(fā)，提出了物聯(lián)網(wǎng)廣告平臺(tái)的體系結(jié)構(gòu)。此外，我們還討論了實(shí)現(xiàn)這樣一個(gè)平臺(tái)的主要挑戰(zhàn)，特別關(guān)注與體系結(jié)構(gòu)、廣告內(nèi)容交付、安全性和用戶(hù)隱

92、私相關(guān)的問(wèn)題。</p><p>　　關(guān)鍵詞：物聯(lián)網(wǎng)廣告，物聯(lián)網(wǎng)廣告中間件，物聯(lián)網(wǎng)廣告網(wǎng)絡(luò)，物聯(lián)網(wǎng)發(fā)布者，互聯(lián)網(wǎng)廣告，網(wǎng)絡(luò)廣告</p><p><b>　　1.簡(jiǎn)介</b></p><p>　　在過(guò)去的二十年中，由于新的基于互聯(lián)網(wǎng)的商業(yè)模式的發(fā)展，網(wǎng)絡(luò)在市場(chǎng)經(jīng)濟(jì)中獲得了如此重要的地位。其中，網(wǎng)絡(luò)廣告是最成功、最賺錢(qián)的廣告之一。一般來(lái)說(shuō)，網(wǎng)絡(luò)廣告—

93、—也被稱(chēng)為互聯(lián)網(wǎng)廣告——利用互聯(lián)網(wǎng)向最終用戶(hù)提供促銷(xiāo)內(nèi)容。早在2011年，僅美國(guó)的互聯(lián)網(wǎng)廣告收入就超過(guò)了有線(xiàn)電視，并且?guī)缀醭^(guò)了廣播電視。此外，2016年全球互聯(lián)網(wǎng)廣告投資已達(dá)2，000億美元左右，預(yù)計(jì)到2020年將達(dá)到3，350億美元?；ヂ?lián)網(wǎng)廣告允許網(wǎng)絡(luò)內(nèi)容創(chuàng)建者和服務(wù)提供者——廣義上稱(chēng)為發(fā)布者——賺錢(qián)，同時(shí)向最終用戶(hù)免費(fèi)提供他們的業(yè)務(wù)。例如，新聞網(wǎng)站或搜索引擎可以在不向用戶(hù)收費(fèi)的情況下運(yùn)作，因?yàn)閺V告商競(jìng)相在這些網(wǎng)頁(yè)上購(gòu)買(mǎi)專(zhuān)門(mén)的位置來(lái)

94、展示廣告。</p><p>　　移動(dòng)設(shè)備在全球的普及也改變了網(wǎng)絡(luò)廣告的最初目標(biāo)。這確實(shí)是從在臺(tái)式電腦上顯示傳統(tǒng)的展示廣告(即橫幅)轉(zhuǎn)變?yōu)樵谥悄苁謾C(jī)和平板電腦的應(yīng)用程序流中留下深刻印象的所謂本地廣告。更普遍的是，互聯(lián)網(wǎng)廣告業(yè)務(wù)最終將擴(kuò)展到新出現(xiàn)的且無(wú)處不在的互聯(lián)智能設(shè)備上，這些設(shè)備統(tǒng)稱(chēng)為物聯(lián)網(wǎng)（IoT）。</p><p>　　在物聯(lián)網(wǎng)世界中采用計(jì)算廣告是一個(gè)未被充分調(diào)查的研究領(lǐng)域；盡管如此，

95、它可能包含許多有趣的機(jī)會(huì)和挑戰(zhàn)。事實(shí)上，物聯(lián)網(wǎng)廣告將通過(guò)利用三大主要物聯(lián)網(wǎng)特性來(lái)提升傳統(tǒng)互聯(lián)網(wǎng)廣告的優(yōu)勢(shì)：設(shè)備多樣性、高連接性和可擴(kuò)展性。物聯(lián)網(wǎng)設(shè)備的多樣性將使更復(fù)雜的廣告策略真正考慮環(huán)境意識(shí)。例如，汽車(chē)司機(jī)可以根據(jù)他的習(xí)慣（例如，首選的停車(chē)位置、旅館和飯店）接收來(lái)自路邊數(shù)字廣告面板的定制廣告。此外，物聯(lián)網(wǎng)高連接性和可擴(kuò)展性將允許廣告在真正動(dòng)態(tài)的環(huán)境中執(zhí)行，因?yàn)樾碌闹悄茉O(shè)備不斷加入或離開(kāi)物聯(lián)網(wǎng)網(wǎng)絡(luò)。最后，傳統(tǒng)的基于Web瀏覽器的廣告，在

96、一天中與用戶(hù)交互的次數(shù)是有限的，而與之不同的是，物聯(lián)網(wǎng)廣告可能存在于用戶(hù)一天24小時(shí)與物聯(lián)網(wǎng)環(huán)境的交互中。</p><p>　　本文的其余部分組織如下：第2節(jié)利用案例場(chǎng)景闡述物聯(lián)網(wǎng)廣告的概念。第3節(jié)和第4節(jié)闡述了關(guān)鍵的背景概念。在第5節(jié)中，我們提出了我們對(duì)物聯(lián)網(wǎng)廣告的愿景；特別是，我們描述了所涉及的主要實(shí)體以及它們之間的相互作用。第6節(jié)概述了成功實(shí)現(xiàn)物聯(lián)網(wǎng)廣告需要解決的主要挑戰(zhàn)。最后，我們?cè)诘?節(jié)中進(jìn)行了總結(jié)。&

97、lt;/p><p>　　2.物聯(lián)網(wǎng)廣告方案示例：車(chē)內(nèi)廣告</p><p>　　互聯(lián)智能車(chē)輛是物聯(lián)網(wǎng)行業(yè)最主要的發(fā)展趨勢(shì)之一：汽車(chē)制造商確實(shí)在為他們的車(chē)輛配備越來(lái)越多的計(jì)算傳感器和設(shè)備做出了很大的努力。</p><p>　　隨著數(shù)以百萬(wàn)計(jì)的智能汽車(chē)的出現(xiàn)——每一輛汽車(chē)都可能搭載多名乘客——汽車(chē)不再是人們用來(lái)從A點(diǎn)移動(dòng)到B點(diǎn)的機(jī)械機(jī)器；相反，它們是可移動(dòng)的、相互連接的、復(fù)雜

98、的節(jié)點(diǎn)，構(gòu)成了一個(gè)動(dòng)態(tài)的分布式計(jì)算系統(tǒng)。這為開(kāi)發(fā)者提供了新的機(jī)會(huì)，他們可以利用這樣的環(huán)境來(lái)構(gòu)建新的應(yīng)用程序和服務(wù)。尤其是，智能汽車(chē)——實(shí)際上乘坐這些汽車(chē)的乘客——可能會(huì)成為想要贊助其業(yè)務(wù)的廣告商的有趣“目標(biāo)”。</p><p>　　假設(shè)一個(gè)三口之家開(kāi)著他們的智能汽車(chē)旅行，他們的計(jì)劃是開(kāi)車(chē)到離家?guī)讉€(gè)小時(shí)遠(yuǎn)的海邊目的地，然后在那里度過(guò)周末。為此，他們依靠嵌入在他們車(chē)內(nèi)的GPS導(dǎo)航系統(tǒng)。鮑勃實(shí)際上是在開(kāi)車(chē)；他是一名四十