Abstract
During recent years, the internet and online marketing have experienced a continuous growth. Web-based advertisement is used to target users easily, without place or time limitation. Personalization is an ingenious way to potentially increase the effectiveness and efficiency of web-based advertisements. In this paper, a model for creating personalisation specification for businesses (adaptation strategies), based on adaptation rules, is introduced. The paper also implements a version of this model and presents its evaluation.
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Qaffas, A.A., Cristea, A.I. (2014). How to Create an E-Advertising Adaptation Strategy: The AEADS Approach. In: Hepp, M., Hoffner, Y. (eds) E-Commerce and Web Technologies. EC-Web 2014. Lecture Notes in Business Information Processing, vol 188. Springer, Cham. https://doi.org/10.1007/978-3-319-10491-1_18
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DOI: https://doi.org/10.1007/978-3-319-10491-1_18
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10490-4
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