Ontological analysis of web surf history to maximize the click-through probability of web advertisements

Abstract: Due to an enormous in lux of capital over the past decade, the online advertising industry has become extremely robust and competitive. The difference between success and failure in such a competitive market often rests in the ability to deliver advertisements that are closely in line with a user's interests. In this work, we propose and test a new online advertisement targeting technique which adapts and utilizes several powerful and well tested information retrieval and lexical techniques to develop an estimate of a user's affinity for particular products and services based on an analysis of a user's web surfing behavior. This new online ad targeting technique performs extremely well in Our empirical tests. (C) 2009 Elsevier B.V. All rights reserved.

These are the Author.

Author(s): Deane J (Deane, Jason)1, Pathak P (Pathak, Praveen)2 Source: DECISION SUPPORT SYSTEMS Volume: 47 Issue: 4 Special Issue: Sp. Iss. SI Pages: 364-373 Published: NOV 2009

Click on the following link to have more detailed information.

http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8S-4W1BV2S-1&_user=835417&_rdoc=1&_fmt=&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1132956889&_rerunOrigin=google&_acct=C000045119&_version=1&_urlVersion=0&_userid=835417&md5=9c71187d594452ef7eae2a7c2d7c3cdeOntological