  The Internet of Things (IoT) extends the idea of interconnecting computers to
a plethora of different devices, collectively referred to as smart devices.
These are physical items - i.e., "things" - such as wearable devices, home
appliances, and vehicles, enriched with computational and networking
capabilities. Due to the huge set of devices involved - and therefore, its
pervasiveness - IoT is a great platform to leverage for building new
applications and services or extending existing ones. In this regard, expanding
online advertising into the IoT realm is an under-investigated yet promising
research direction, especially considering that traditional Internet
advertising market is already worth hundreds of billions of dollars. In this
paper, we first propose the architecture of an IoT advertising platform
inspired by the well-known business ecosystem, which the traditional Internet
advertising is based on. Additionally, we discuss the key challenges to
implement such a platform with a special focus on issues related to
architecture, advertisement content delivery, security, and privacy of the
users.
