Ontological analysis of web surf history to maximize the click-through probability of web advertisements
Authors: Deane, Jason; Pathak, Praveen
Journal: Decision Support Systems (2009)
DOI: 10.1016/j.dss.2009.04.001
Due to an enormous influx 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