AdROSA—Adaptive personalization of web advertising |
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Authors: | Przemys?aw Kazienko Micha? Adamski |
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Affiliation: | Wroc?aw University of Technology, Institute of Applied Informatics, Wyb. Wyspiańskiego 27, 50-370 Wroc?aw, Poland |
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Abstract: | 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. |
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Keywords: | 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 |
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