Personalized Indoor Transit Advertising Nuno Gil Fonseca 12 , Marco Veloso 12 , and Carlos Bento 1 1 Centro de Inform´atica e Sistemas da Universidade de Coimbra, Portugal, 2 Escola Superior de Tecnologia e Gest˜ ao de Oliveira do Hospital, Portugal {nunogil,mveloso,bento}@dei.uc.pt Abstract. In this paper, we present a new approach to the problem of determining the most interesting ads to display at each moment, which we intend to do by considering the current context (date/time, current location, etc.) and information about the passenger profiles. The final goal is to deliver more targeted, relevant, new and diverse ads to the passengers in order to maximize the eectiveness of the campaigns. Keywords: Pervasive advertising, transit advertising, novelty, surprise, relevance, diversity, user profiles, personalization. 1 Introduction Throughout the centuries, the different civilizations have been using all the avail- able means to promote their ideas, products, services and events. From drawings in papyrus and walls in Egypt to the most recent digital advertising techniques [1], the advertising industry has been able to evolve and adapt to the new needs and technologies like no other. One of the scenarios where the advertising business has successfully been focused on in the last few years is the public transportation systems. In [2], the Transportation Research Board (TRB) presents some interesting results about the revenue derived from advertising on public transit facilities and vehicles. According to the TRB, this industry is worth approximately 1 billion dollars annually, in the USA alone. These are some interesting numbers, especially if we extrapolate them to rest of the world. In terms of advertising on public transportation vehicles, we have two con- siderably different types: indoor and outdoor. The first group refers to all the advertising means that can be found inside the vehicles as illustrated in Fig. 1A, while the second group comprises the advertising means that can be found outside the vehicles as shown on Fig. 1B. While there are some interesting challenges concerning outside advertising, in the current work we are especially focused on digital advertising inside vehicles. Nowadays, advertising is ubiquitous and we have gotten so used to it that, in some cases, we dont even pay any attention. To overcome this loss of interest, new approaches and techniques must be developed in order to regain the attention of the passengers. One possible way to achieve that is to associate the digital advertising systems with other services,