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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
Schmidt, K.-U., Stojanovic, L., Stojanovic, N., Thomas, S.: On enriching ajax with semantics: The web personalization use case. In: Franconi, E., Kifer, M., May, W. (eds.) ESWC 2007. LNCS, vol. 4519, pp. 686–700. Springer, Heidelberg (2007)
Adida, B., Birbeck, M., McCarron, S., Pemberton, S.: Rdfa in xhtml: Syntax and processing (October 2008) Online Resource, http://www.w3.org/TR/rdfa-syntax/
Schmidt, K.U., Stühmer, R., Stojanovic, L.: From business rules to application rules in rich internet applications. Scalable Computing: Practice and Experience 9(4), 329–340 (2008)
Chakravarthy, S., Krishnaprasad, V., Anwar, E., Kim, S.K.: Composite events for active databases: Semantics, contexts and detection. In: Bocca, J.B., Jarke, M., Zaniolo, C. (eds.) 20th International Conference on Very Large Data Bases, Santiago, Chile proceedings, Los Altos, CA 94022, USA, September 12-15, pp. 606–617. Morgan Kaufmann Publishers, San Francisco (1994)
Liu, B.: Web Data Mining. In: Data-Centric Systems and Applications. Springer, Heidelberg (2007)
Kenny, D., Marshall, J.: Contextual marketing–the real business of the Internet. Harvard Business Review 78(6), 119–125 (2000)
Schonfeld, E.: Proximic signs deals with yahoo and ebay to turn product listings into contextual ads; taking on adsense. Online Article (January 2008), http://www.techcrunch.com/2008/01/15/proximic-signs-deals-with-yahoo-andebay-to-turn-product-listings-into-contextual-ads-taking-on-adsense/ (Last visited: August 2009)
Carughi, G.T., Comai, S., Bozzon, A., Fraternali, P.: Modeling Distributed Events in Data-Intensive Rich Internet Applications. In: Benatallah, B., Casati, F., Georgakopoulos, D., Bartolini, C., Sadiq, W., Godart, C. (eds.) WISE 2007. LNCS, vol. 4831, pp. 593–602. Springer, Heidelberg (2007)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2011 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
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
Download citation
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
eBook Packages: Computer ScienceComputer Science (R0)