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An Intelligent System for Personalized Advertising on the Internet

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E-Commerce and Web Technologies (EC-Web 2004)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 3182))

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Abstract

An Internet advertising system proposed here clusters Web site users with similar preferences into numerous segments through Web usage mining. It utilizes fuzzy rules which express user segments’ surfing patterns and appropriate Web ads. It selects proper Web ads by fuzzy inference, stores them in recommendation sets database, and forwards them to the target user. To verify the effectiveness of the system, changes in click-through-ratio scores per e-newspaper section are observed.

This research was supported by Kyungpook National University Research Fund, 2003.

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Author information

Authors and Affiliations

  1. School of Business Administration, Kyungpook National University, Sangyeok-dong, Buk-gu, Daegu, Korea, 702-701

    Sung Ho Ha

Authors
  1. Sung Ho Ha
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Editor information

Editors and Affiliations

  1. Department of Informatics (IFI), University of Zurich, Winterthurer Stra{Ăź}e 190, 8057, Zurich, Switzerland

    Kurt Bauknecht

  2. Internet-based Information Systems, Technische Universität München,  

    Martin Bichler

  3. Johannes Kepler Universität Linz, Altenbergerstrasse 69, A-4040, Linz

    Birgit Pröll

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© 2004 Springer-Verlag Berlin Heidelberg

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Ha, S.H. (2004). An Intelligent System for Personalized Advertising on the Internet. In: Bauknecht, K., Bichler, M., Pröll, B. (eds) E-Commerce and Web Technologies. EC-Web 2004. Lecture Notes in Computer Science, vol 3182. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-30077-9_3

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  • DOI: https://doi.org/10.1007/978-3-540-30077-9_3

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-22917-9

  • Online ISBN: 978-3-540-30077-9

  • eBook Packages: Springer Book Archive

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