Shmueli, ErezKruglov, AlexanderPuzis, RamiElovici, YuvalEnglert, RomanGlezer, ChananKain, SaskiaStruve, DoreenWandke, Hartmut2017-11-222017-11-222009978-3-8325-2181-3https://dl.gi.de/handle/20.500.12116/7148The conceptual architecture and prototype presented in this article aims to transform standard digital signage networks to more flexible, customer-attentive advertising systems by rapidly adjusting the content displayed on each signage to online contextual data such as environment (i.e., store location, date, and time) or customer characteristics (i.e., gender, behavior). The proposed architecture encompasses a knowledge discoverer in order to reveal hidden patterns in customers' reaction to advertisements. This mechanism enhances the fit between the content presented on each signage and the interests of individual customers.enText/Conference Paper