Ue and advertisement service server for bidirectional personalized advertisement, and bidirectional personalized advertisement method

An advertisement service server for bidirectional personalized advertisement, comprising:

• a storage unit to store user setting information, advertisement meta-information, and advertisement contents;
• a communication unit to transmit at least one of the user setting information, advertisement meta-information, and advertisement contents to a user equipment (UE) in real time or in non-real time;
• and
• a control unit to control the advertisement service server, the control unit including an advertisement registration unit which provides an advertiser terminal with a user interface (UI) for registration of advertisement meta-information and advertisement contents and stores the advertisement meta-information and the advertisement contents input through the UI into the storage unit.

A bidirectional personalized advertisement method of a user equipment, the method comprising:

• receiving user setting information and advertisement meta-information from a advertisement service server;
• storing the received user setting information and advertisement meta-information;
• searching for advertisement contents corresponding to the user setting information from the stored advertisement meta-information and selecting the found advertisement contents when an advertisement event occurs;
• and
• displaying the selected advertisement contents.