TY - JOUR T1 - It's Personal JF - Journal of Advertising Research JO - J Advert Res SP - 404 LP - 418 DO - 10.2501/S0021849909091041 VL - 49 IS - 4 AU - George Lekakos Y1 - 2009/12/01 UR - http://www.journalofadvertisingresearch.com/content/49/4/404.abstract N2 - Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers' preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers' behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements. ER -