Abstract
The role of Web ad selector in improving the Web ad's effectiveness is discussed. The Web ad selection system divides the Web site customers with similar preferences into several segments through Web usage mining. It uses fuzzy rules that express customer segments surfing patterns on the basis of expert advice and recommends appropriate ads by fuzzy inference. The selector personalizes advertising messages for customers based on their preferences and interests.
Original language | English |
---|---|
Pages (from-to) | 62-69 |
Number of pages | 8 |
Journal | IEEE Intelligent Systems |
Volume | 18 |
Issue number | 6 |
DOIs | |
State | Published - Nov 2003 |