  Socio-demographic user profiles are currently regarded as the most convenient
base for successful personalized advertising. However, signs point to the
dormant power of context recognition. While technologies that can sense the
environment are increasingly advanced, questions such as what to sense and how
to adapt to a consumer's context are largely unanswered. Research in the field
is scattered and frequently prototype-driven. What the community lacks is a
thorough methodology to provide the basis for any context-adaptive system:
conceptualizing context. This position paper describes our current research of
conceptualizing context for pervasive advertising. It summarizes findings from
literature analysis and proposes a methodology for context conceptualization,
which is currently work-in-progress.
