User configurable advertising profiles applied to Web page应用于网页的用户可配置的广告配置文件.pptVIP

User configurable advertising profilesapplied to Web page banners Patrick BaudischGMD-IPSI October 97 Content Current situation Motivation Adapting banners to users Requirements Existing approaches rating User configurable advertising profiles Conclusions Current situation Economical aspects gain influence on the World Wide Web Refinancing sites becomes an important issue Difficulty in transferring small amounts of money through the web (subscription fees) Advertising gains significance Advertising banners Web advertising is far from reaching its potential There are only few advertising clients, especially in Germany Banners have low impact on users Users see no use in banners, only costs banners lengthen transmission, thus raising transmission fees banners are usually not related to users’ interests Adapt banners to users Adapting banners to users:Desired effect Requirements Effectiveness Wide applicability Low effort for users Low effort for the site provider Low effort for advertising clients Respect user privacy Existing concepts Internet demography Users are young, educated, ... Page content Accept only matching banners User demography: Form or IP-Address Find out who users are Web history: Bookmark upload or cookie Find out what pages users view Classification Problems, problems, ... Restrictive - not widely applicable Adaptive - require minimum banner set Demography - poor adaptation Manual - many users refuse extra effort Automatic - violate privacy Approaches vs. Requirements User configurable advertising profiles Problem: Banner selection based on demography or Web history is indirect, thus inaccurate Possible solution: Find out what users think about presented banners Generate personal advertising profile according to feedback about banners Use profile to select most suitable banners User interface Mouse click on banner (following the link) means positive feedback.Increases probability for similar banners Mouse click on trashcan (removes b