279 Targeted Mobile Advertisement in the IP Multimedia Subsystem C. Tselios University of Patras, Greece H. Perkuhn Ericsson Research, Germany K. Vandikas Ericsson Research, Germany M. Kampmann Ericsson Research, Germany Chapter 15 ABSTRACT This chapter provides an overview on targeted advertisement in the IP Multimedia Subsystem (IMS). A new entity called Personalization and Advertisement Insertion Logic (PAIL) is introduced, which enables a mobile network operator to exploit contextual data stored in its network for personalized advertise- ment selection. PAIL combines location information with user profile information in order to select the best match from a pool of advertisement clips. This selection is based on the Vector Space Model. For the evaluation of this framework a series of tests with users were executed. These tests show that using contextual information from the IMS network a subjective better match of advertisement clips with user interests is achievable. INTRODUCTION In traditional media such as print media, television or radio, advertisement is one of the main revenue sources. With the rise of the Internet in the recent decades, a new form of media has been established that also relies on advertisement as one of its core DOI: 10.4018/978-1-60960-189-8.ch015 revenue sources. Compared to traditional media, where advertisements are mostly focused on a specific target group and less to a certain viewer or listener with his or her individual preferences, the Internet allows for a much more targeted i.e. personalized advertisement presentation. Due to increasing bandwidth in mobile networks, the availability of smartphones with higher display resolutions and thus the increasing popularity Copyright © 2011, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.