Abstract
The modern advertisement theory is based on the “contextual priming effects”: the product attributes primed by the ad context may result in the formation or change of beliefs about the advertised brand, thereby affecting consumers’ evaluations of the brand. Therefore, a web ad should be tailored as much as possible to the user’s current context (interests) in order to affect the user’ attention appropriately. In this paper we present an approach for the semantic-based personalized advertising on the web.
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Stojanovic, L., Stuehmer, R. (2011). Real-Time Monitoring of Web-Based Processes: A Use Case for the Event-Driven Advertisement. In: zur Muehlen, M., Su, J. (eds) Business Process Management Workshops. BPM 2010. Lecture Notes in Business Information Processing, vol 66. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-20511-8_65
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DOI: https://doi.org/10.1007/978-3-642-20511-8_65
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-20510-1
Online ISBN: 978-3-642-20511-8
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