AdROSA - Adaptive personalization of web advertising

被引：112

作者：

Kazienko, Przemyslaw ^{[1
]}

Adamski, Michal ^{[1
]}

机构：

[1] Wroclaw Univ Technol, Inst Appl Informat, PL-50370 Wroclaw, Poland

来源：

INFORMATION SCIENCES | 2007年 / 177卷 / 11期

关键词：

online advertising; web advertising; advertising model; personalization; adaptive system; web mining; web usage mining; web content mining; recommender system; electronic commerce; user interface; multi-agent system;

D O I：

10.1016/j.ins.2007.01.002

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

One of the greatest and most recent challenges for online advertising is the use of adaptive personalization at the same time that the Internet continues to grow as a global market. Most existing solutions to online advertising placement are based on demographic targeting or on information gained directly from the user. The AdROSA system for automatic web banner personalization, which integrates web usage and content mining techniques to reduce user input and to respect users' privacy, is presented in the paper. Furthermore, certain advertising policies, important factors for both publishers and advertisers, are taken into consideration. The integration of all the relevant information is accomplished in one vector space to enable online and fully personalized advertising. (c) 2007 Elsevier Inc. All rights reserved.

引用

页码：2269 / 2295

页数：27

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