Abstract
Personalization of online advertising is a great challenge while the market is moving and adapting to the realities of the Internet. Many existing approaches to advertisement recommendation are based on demographic targeting or on information gained directly from the user. In this paper we introduce the AD ROSA system for automatic web banner personalization, which integrates web usage and content mining techniques to reduce user input and to respect the user’s privacy. Furthermore, the advertising campaign policy, an important factor for both the publisher and advertiser, is taken into consideration. To enable online personalized advertising the integration of all relevant information is performed in one vector space.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Adams, R.: Intelligent advertising. AI & Society 18(1), 68–81 (2004)
Aggarwal, C.C., Wolf, J.L., Yu, P.S.: A Framework for the Optimizing of WWW Advertising. In: Lamersdorf, W., Merz, M. (eds.) TREC 1998. LNCS, vol. 1402, pp. 1–10. Springer, Heidelberg (1998)
Amiri, A., Menon, S.: Efficient Scheduling of Internet Banner Advertisements. ACM Transactions on Internet Technology 3(4), 334–346 (2003)
Baudisch, P., Leopold, D.: User-configurable advertising profiles applied to Web page banners. In: Proc. of the First Berlin Economics Workshop, Berlin, Germany (1997), http://patrickbaudisch.com/publications/1997-Baudisch-Berlin-UserConfigurableAdvertisingProfiles.pdf
Bilhev, G., Marston, D.: Personalised advertising – exploiting the distributed user profile. BT Technology Journal 21(1), 84–90 (2003)
Kazienko, P.: Multi-agent Web Recommendation Method Based on Indirect Association Rules. In: Negoita, M.G., Howlett, R.J., Jain, L.C. (eds.) KES 2004. LNCS (LNAI), vol. 3214, pp. 1157–1164. Springer, Heidelberg (2004)
Kazienko, P., Kiewra, M.: Integration of Relational Databases and Web Site Content for Product and Page Recommendation. In: 8th International Database Engineering & Applications Symposium. IDEAS 2004, Coimbra, Portugal, IEEE Computer Society, Los Alamitos (2004)
Kazienko, P., Kiewra, M.: Link Recommendation Method Based on Web Content and Usage Mining. In: New Trends in Intelligent Information Processing and Web Mining Proc. of the International IIS: IIPWM 2003 Conference, Advances in Soft Computing, pp. 529–534. Springer, Heidelberg (2003)
Kazienko, P., Kiewra, M.: Personalized Recommendation of Web Pages. In: Nguyen, T. (ed.) Intelligent Technologies for Inconsistent Knowledge Processing. Advanced Knowledge International, Adelaide, South Australia, pp. 163–183 (2004)
Kazienko, P., Kiewra, M.: ROSA - Multi-agent System for Web Services Personalization. In: Menasalvas, E., Segovia, J., Szczepaniak, P.S. (eds.) AWIC 2003. LNCS (LNAI), vol. 2663, pp. 297–306. Springer, Heidelberg (2003)
Langheinrich, M., Nakamura, A., Abe, N., Kamba, T., Koseki, Y.: Unintrusive Customization Techniques for Web Advertising. Computer Networks 31(11-16), 1259–1272 (1999)
Mobasher, B., Dai, H., Luo, T., Sun, Y., Zhu, J.: Integrating Web Usage and Content Mining for More Effective Personalization. In: Bauknecht, K., Madria, S.K., Pernul, G. (eds.) EC-Web 2000. LNCS, vol. 1875, pp. 156–176. Springer, Heidelberg (2000)
Montaner, M., López, B., de la Rosa, J.L.: A Taxonomy of Recommender Agents on the Internet. In: Artificial Intelligence Review, vol. 19 (4), pp. 285–330. Kluwer Academic Pub., Dordrecht (2003)
Nakamura, A.: Improvements in Practical Aspects of Optimally Scheduling Web Advertising. In: Proceedings of the 11th Int. WWW Conference, WWW 2002, pp. 536–541. ACM Press, New York (2002), http://www2002.org/CDROM/refereed/295/
Online Advertising. DoubleClick Inc (2004), http://www.doubleclick.com/us/products/online_advertising/
Rasmussen, E.: Clustering algorithms. In: Frakes, W., Baeza-Yates, R. (eds.) Information retrieval: data, structures & algorithms, Englewood Cliffs, NJ, ch. 16, pp. 419–442. Prentice Hall, Englewood Cliffs (1992)
Rodgers, Z.: Volume Up, Click-Throughs Down in Q4 ’03 Serving Report. Jupitermedia Corporation (February 5, 2004), http://www.clickz.com/stats/markets/advertising/article.php/3309271
Salton, G.: Automatic Text Processing. The Transformation, Analysis, and Retrieval of Information by Computer. Addison-Wesley, Reading (1989)
Bae, S.M., Park, S.C., Ha, S.H.: Fuzzy Web Ad Selector Based on Web Usage Mining. IEEE Intelligent Systems 18(6), 62–69 (2003)
Yao, Y.Y., Hamilton, H.J., Wang, X.: PagePrompter: An Intelligent Agent for Web Navigation Created Using Data Mining Techniques. In: Alpigini, J.J., Peters, J.F., Skowron, A., Zhong, N. (eds.) RSCTC 2002. LNCS (LNAI), vol. 2475, pp. 506–513. Springer, Heidelberg (2002)
Yager, R.R.: Targeted E-commerce Marketing Using Fuzzy Intelligent Agents. IEEE Intelligent Systems 15(6), 42–45 (2000)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2004 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Kazienko, P., Adamski, M. (2004). Personalized Web Advertising Method. In: De Bra, P.M.E., Nejdl, W. (eds) Adaptive Hypermedia and Adaptive Web-Based Systems. AH 2004. Lecture Notes in Computer Science, vol 3137. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-27780-4_18
Download citation
DOI: https://doi.org/10.1007/978-3-540-27780-4_18
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-22895-0
Online ISBN: 978-3-540-27780-4
eBook Packages: Springer Book Archive