PersonalizedWeb Advertising Method

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.