ADMOTIONAL: Towards personalized online ads
Manfred Meyer, Markus Balsam, Arlo O'Keeffe, Christian Schlüter · 2011
AdMotional is aiming at achieving a win-win situation for online advertisers and web users alike through optimization of the campaign selection process and the creation of individually personalized ads. This approach is expected to result in increased campaign performance for advertisers, and in more relevant – and thus less annoying – ads for consumers. We present a general overview of the system architecture before describing the main components in detail. For campaign selection, AdMotional combines and enhances state-of-the-art targeting technologies by a novel concept of emotional targeting. The key aspect of ad personalization furthermore demands for the dynamic creation of the ad itself for which different approaches are presented and evaluated. We then introduce the learning and optimization component and strategies before concluding with a summary and brief outlook into future developments.