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This paper presents an advertising framework to ensure the targeted advertisement service for heterogeneous consumer devices with different capabilities and subscribers with different preferences by providing advertisement content selection and filtering mechanism in real time. To support scalable advertisement service in multi-screen service environment, the authors suggest a new advertising framework using XML schema based on ISO/IEC 21000-2 digital item declaration language. Recently, broadcast service providers and internet service providers are trying to deploy the multi-screen services that provide broadcast and internet services through various consumer devices such as high-definition smart TV, personal computers, mobile phones, etc.
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