::back to table of contents::	Enabling Personalized And Context Sensitive Mobile Advertising While Guaranteeing Data Protection
	Rebecca Bulander, Michael Decker, Gunther Schiefer, Bernhard Kölmel
full paper	Abstract: Advertising on mobile terminals is a consequential advancement of traditional methods of advertising. In this article we will discuss the special potentials and challenges of mobile advertising and introduce the MoMa-system as approach to enable personalized and context sensitive advertising while guaranteeing data protection, whereas context isn’t limited to just location.
	Keywords: Mobile Business, mobile advertising, context sensitive mobile applications, data protection.