Pervasive advertising targets consumers on-the-move with ads displayed on their mobile devices. As for web advertising, ads are distributed by embedding them into websites and apps, easily flooding consumers with a large number of uninteresting offers. As the pervasive setting amplifies traditional issues such as targeting, costs and privacy, we argue the need for a new perspective on the problem. We introduce PervADs, a privacy-preserving, user-centric, and pervasive ads-distribution platform which uses semantic technologies to reason about the consumer’s context and the intended target of the ads.