PT - JOURNAL ARTICLE AU - George Lekakos TI - It's Personal AID - 10.2501/S0021849909091041 DP - 2009 Dec 01 TA - Journal of Advertising Research PG - 404--418 VI - 49 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/49/4/404.short 4100 - http://www.journalofadvertisingresearch.com/content/49/4/404.full SO - J Advert Res2009 Dec 01; 49 AB - 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.