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O objectivo do projecto descrito nesta dissertação é o desenvolvimento da interface
entre as empresas e a plataforma Business-to-Business (B2B) de negociação
automática de anúncios em construção. A plataforma, no seu todo, deve garantir
que os intervalos da programação são preenchidos com um alinhamento de anúncios
compatível com os interesses expressos e o perfil construído dos espectadores.
A plataforma funciona como um mercado electrónico de negociação automática
destinado a agências de publicidade (empresas produtoras) e empresas
provedoras de conteúdos e serviços multimédia aos consumidores finais (empresas
distribuidoras). As empresas, uma vez registadas na plataforma, passam a ser
representadas por agentes que negoceiam automaticamente os itens submetidos
com o comportamento especificado. Do ponto de vista da arquitectura, a plataforma
consiste num sistema multiagente organizado em três camadas compostas
por: (i) agentes de interface com as empresas; (ii) agentes de modelação das
empresas; e (iii) agentes delegados, de duração efémera, exclusivamente criados
para participar em negociações específicas de conteúdos multimédia.
Cada empresa representada na plataforma possui, para além de um número
indeterminado de delegados envolvidos em negociações específicas, dois agentes:
(i) o agente de interface com a empresa, que expõe um conjunto de operações de
interface ao exterior através de um serviço Web, localizado na primeira camada;
e (ii) o agente que modela a empresa na plataforma, que expõe através de um
serviço Web um conjunto de operações aos agentes das restantes camadas da
plataforma, residente na camada intermédia.
Este projecto focou-se no desenvolvimento da camada superior de interface
da plataforma com as empresas e no enriquecimento da camada intermédia.
A realização da camada superior incluiu a especificação da parte da ontologia
da plataforma que dá suporte às operações de interface com o exterior, à sua
exposição como serviços Web e à criação e controlo dos agentes de interface.
Esta camada superior deve permitir às empresas carregar e descarregar toda
informação relevante de e para a plataforma, através de uma interface gráfica ou de forma automática, e apresentar de forma gráfica e intuitiva os resultados
alcançados, nomeadamente, através da apresentação da evolução das transacções.
Em relação à camada intermédia, adicionou-se à ontologia da plataforma a representação
do conhecimento de suporte às operações de interface com a camada
superior, adoptaram-se taxonomias de classificação de espectadores, anúncios e
programas, desenvolveu-se um algoritmo de emparelhamento entre os espectadores,
programas e anúncios disponíveis e, por fim, procedeu-se ao armazenamento
persistente dos resultados das negociações.
Do ponto de vista da plataforma, testou-se o seu funcionamento numa única
plataforma física e assegurou-se a segurança e privacidade da comunicação entre
empresa e plataforma e entre agentes que representam uma mesma empresa.
The objective of the project described in this dissertation is the development of the interface between companies and the platform (B2B) of automatic trading of ads under construction. The platform as a whole, must ensure that the gaps are filled with programming Ad alignment with the interests expressed and the profile created of viewers. The platform acts as an electronic marketplace for Automatic trading for the advertising agencies (companies producers) and companies providing content and servicesmultimedia to end consumers (distribution companies). The Companies, once registered on the platform become represented by agents who negotiate automatically the items submitted with the specified behavior. This platform is arranged in a multiagent system three layers consisting of: (i) to interface with agents companies; (ii) agents modeling of enterprises; (iii) delegated agents of short-lived, created solely to participate in specific negotiations of multimedia content. Each company has represented the platform, in addition to a indeterminate number of delegates involved in specific negotiations, two agents: (i) the agent interface of the company, which exposes a set of interface operations to outside through an Web Service, located in first layer, and (ii) the agent that shapes the company’s platform, which exposes a Web Service set of operations to agents of the other layers of the platform, residing in the intermediate layer. This design has focused on development of the topsheet platform interface with business and the enrichment of intermediate layer. The performance of the topsheet includes a specification of the ontology platform that supports the operations interface with the outside world, to its exposure as Web Services and the creation and control of interface agents. This top layer should allow companies to load and unload all the relevant information to and from the platform, through a graphical interface or automatically, and presenting intuitive graphical achievements, in particular, through the presentation of the evolution of the transactions. In relation to the intermediate layer, added to the ontology platform for knowledge representation to support operations interfacing with the topsheet, measures have been taxonomies classification of viewers, ads and programs, developed a pairing algorithm between the audience, programs and advertisements available and, finally, proceeded to the persistent storage of the results of negotiations. From the viewpoint of the platform, we tested its operation a single physical platform and ensured the safety and privacy of communication between the company and between platform and agents representing the same company.
The objective of the project described in this dissertation is the development of the interface between companies and the platform (B2B) of automatic trading of ads under construction. The platform as a whole, must ensure that the gaps are filled with programming Ad alignment with the interests expressed and the profile created of viewers. The platform acts as an electronic marketplace for Automatic trading for the advertising agencies (companies producers) and companies providing content and servicesmultimedia to end consumers (distribution companies). The Companies, once registered on the platform become represented by agents who negotiate automatically the items submitted with the specified behavior. This platform is arranged in a multiagent system three layers consisting of: (i) to interface with agents companies; (ii) agents modeling of enterprises; (iii) delegated agents of short-lived, created solely to participate in specific negotiations of multimedia content. Each company has represented the platform, in addition to a indeterminate number of delegates involved in specific negotiations, two agents: (i) the agent interface of the company, which exposes a set of interface operations to outside through an Web Service, located in first layer, and (ii) the agent that shapes the company’s platform, which exposes a Web Service set of operations to agents of the other layers of the platform, residing in the intermediate layer. This design has focused on development of the topsheet platform interface with business and the enrichment of intermediate layer. The performance of the topsheet includes a specification of the ontology platform that supports the operations interface with the outside world, to its exposure as Web Services and the creation and control of interface agents. This top layer should allow companies to load and unload all the relevant information to and from the platform, through a graphical interface or automatically, and presenting intuitive graphical achievements, in particular, through the presentation of the evolution of the transactions. In relation to the intermediate layer, added to the ontology platform for knowledge representation to support operations interfacing with the topsheet, measures have been taxonomies classification of viewers, ads and programs, developed a pairing algorithm between the audience, programs and advertisements available and, finally, proceeded to the persistent storage of the results of negotiations. From the viewpoint of the platform, we tested its operation a single physical platform and ensured the safety and privacy of communication between the company and between platform and agents representing the same company.
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Instituto Politécnico do Porto. Instituto Superior de Engenharia do Porto