Personalized Web Advertising Method
Monte de Caparica · 2004
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 target- ing or on information gained directly from the user. In this paper we introduce the AD ROSA system for automatic web banner personalization, which inte- grates web usage and content mining techniques to reduce user input and to re- spect the user's privacy. Furthermore, the advertising campaign policy, an im- portant factor for both the publisher and advertiser, is taken into consideration. To enable online personalized advertising the integration of all relevant infor- mation is performed in one vector space.