Reality or Context Mining
Migitti is a project that takes advantage of PARC's work on mobile computing and the new information afforded by mobile handsets.
The logical question is what else can you do with a deep personalized recommendation system like that. Maybe it is just a sign of the time taht we live in, advertising seems to be an obvious avenue to explore.
Activity-Based Advertising: Techniques and Challenges
Lots of people are making noise in this space, but from what I can tell, PARC's team are the only people who are exploring the entire eco-system for a total solution.