ChangingWorlds, which specialises in personalisation solutions for mobile data and subscriber intelligence has launched its ClixSmart Ad Personalizer solution for mobile advertising to US carriers at the CTIA show in Las Vegas. With the launch of, ChangingWorlds brings its unique personalization technology and subscriber intelligence creation capabilities to mobile advertising.
ChangingWorlds says that ClixSmart AdPersonalizer intelligently delivers personalised ads to users in a relevant, targeted, contextual and timely manner that is device- and network-agnostic. The solution uses the personalisation features of the ClixSmart Relevance Engine to identify, select, and deliver the most relevant advertising content to the right subscriber at the right time.
The ClixSmart Relevance Engine combines two unique technologies that have been developed by ChangingWorlds to deliver highly targeted mobile advertising that reflects behavioural and contextual factors, as well as the inherent content preferences of each individual subscriber. This ensures that mobile advertising revenue is maximized by optimizing inventory throughput and clickthrough rates.
Using a technology called User-Community Preferences (UCPs), the ClixSmart Relevance Engine can develop an enhanced view of subscriber preferences and behaviour that combines the interests of the individual subscriber with the preferences of like-minded subscribers (communities). Additionally, the ClixSmart Relevance Engine creates an Ad Signature for each individual ad, which defines the important characteristics of an ad that makes it relevant for particular users.
Advertising is another form of content that must be highly personalised over mobile and not just using basic demographic or superficial profiling, says ChangingWorlds Co-Founder and Chief Scientist, Professor Barry Smyth. Simply delivering an advert based on age, sex, handset type and location is not good enough, and will be intrusive and off-putting for mobile Internet users. ChangingWorlds is unrivalled in its ability to implicitly create individual behavioural and community subscriber intelligence by analyzing on-deck and off-deck usage and such subscriber intelligence is essential to the success of mobile advertising.
ChangingWorlds notes that its personalisation and subscriber intelligence technology has won numerous innovation awards from leading technology groups such as the American Association of Artificial Intelligence (AAAI). The technology is deployed in more than 50 mobile operators worldwide.