A Study about Taxi Mobility as a Service (MaaS) Through an Ad-Tech and Neuroscience Approach: Focusing on the Ad management Module and Programmatic Buying System


  • Tae-Yang Kim


In 2019, taxi fares in Seoul, South Korea, have been raised and will be increased nationwide in the future. The key issue coming up with the rate hike is that the taxi fare goes up but the service is intact. In addition, the conflicts between the taxi industry and care-sharing companies are deepening into the social problems of the Republic of Korea. In this environment, this study suggests an innovative taxi mobility platform that can reduce the taxi fee burden and improve the service quality. This research proposes two major technological approaches which are Ad-Tech and neuroscience in order to solve the problems. Through the approaches, it is possible to enjoy various contents such as game using eye tracker, AR contents, interesting image clip, and nearby restaurant information, as well as using the advertisement at a low cost and enjoying the traveling time. For advertisers, based on proposed system in this study, it can be used as a platform to advertise diverse and creative forms other than images and opportunities for customer data collection, which can gain additional insights on customer's behavior patterns and The contribution of this study is significant an introductory study for the long-term research for the branded mobility as a part of Mobility as a Service (MaaS).

 Keywords: Taxi Advertising Platform, Ad-Tech, Programmatic Buying, Real-Time Buying (RTB), Eye-tracking, Mobility as a Service (MaaS), Branded Mobility