Personalized contextual advertising using history pages

DaOun Jung, Jung Hyun Lee, JongWoo Ha, Sang-Geun Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Contextual advertising refers to the placement of commercial textual advertisements within the content of a web page. Many researchers have sought to provide advertisements that are more relevant to users due to the profitability of contextual advertising. In this paper, we propose several methods for personalized contextual advertising using the history pages of a user. We could provide relevant ads to different users who visit the same page with different intents using our methods. We conduct experiments to verify the effectiveness of personalized contextual advertising and evaluate the precision of ranked ads in terms of personalization degree. To the best of our knowledge, this work is the first study to address personalization in contextual advertising.

Original languageEnglish
Title of host publicationProceedings - 6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011
Pages721-726
Number of pages6
Publication statusPublished - 2011
Event6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011 - Seogwipo, Jeju Island, Korea, Republic of
Duration: 2011 Nov 292011 Dec 1

Publication series

NameProceedings - 6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011

Other

Other6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011
CountryKorea, Republic of
CitySeogwipo, Jeju Island
Period11/11/2911/12/1

Keywords

  • Contextual advertising
  • History Page
  • Personalization
  • User intent

ASJC Scopus subject areas

  • Computer Science (miscellaneous)
  • Information Systems

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  • Cite this

    Jung, D., Lee, J. H., Ha, J., & Lee, S-G. (2011). Personalized contextual advertising using history pages. In Proceedings - 6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011 (pp. 721-726). [6316711] (Proceedings - 6th International Conference on Computer Sciences and Convergence Information Technology, ICCIT 2011).