Abstract: A method for determining when advertisements should stop being served to a specific group of consumers, namely travellers, which uses a combination of data from online and offline behaviour and related that data to characteristics of a trip. The advertisements are provided while travellers are onboard public transport means and a key element is the relevance of information that is provided at every stage of the trip to determine the advertisement relevance for Continuation.

Abstract: A Method to provide travellers appropriate information and useful advertisements at all stages of a trip and advertisers the opportunity to reach target audience without being intrusive. A key element is the relevance of information that is provided at every stage of the trip and the balance between information that is pushed to a user's device. The method provides a social graph to record user's actions both online and offline at each stage of the trip. This social graph is then used, together with other data about the trip, to guide the system in providing appropriate information and advertisements.