Abstract
During recent years, the internet and online marketing have experienced a continuous growth. Web-based advertisement is used to target users easily, without place or time limitation. Personalization is an ingenious way to potentially increase the effectiveness and efficiency of web-based advertisements. In this paper, a model for creating personalisation specification for businesses (adaptation strategies), based on adaptation rules, is introduced. The paper also implements a version of this model and presents its evaluation.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
InternetAdvertisingBureau. Internet Advertising Revenues Report 2012 full year results (2012)
Kazienko, P., Adamski, M.: AdROSA—Adaptive personalization of web advertising. Information Sciences 177(11), 2269–2295 (2007)
Brain, M.: How Web Advertising Works (2002), http://computer.howstuffworks.com/web-advertising.htm (accessed March 10, 2014)
Hogendoorn, R., Nu, L.: System Administration for Oracle E-Business Suite (Personal Edition): Lulu Enterprises Incorporated (2007)
Qaffas, A.A., Cristea, A.I., Shi, L.: Is Adaptation of E-Advertising the Way Forward? In: 2013 IEEE Conference on e-Learning, e-Management and e-Services (IC3e), Malaysia, pp. 117–124 (2013)
Cannataro, M., Pugliese, A.: XAHM: An XML-Based Adaptive Hypermedia Model and Its Implementation. In: Reich, S., Tzagarakis, M.M., De Bra, P.M.E. (eds.) OHS/SC/AH 2001. LNCS, vol. 2266, pp. 252–263. Springer, Heidelberg (2002)
Ceri, S., Fraternali, P., Bongio, A.: Web Modeling Language (WebML): a modeling language for designing Web sites. Computer Networks 33(1), 137–157 (2000)
Cristea, A.I., de Mooij, A.: LAOS: Layered WWW AHS authoring model and their corresponding algebraic operators. In: WWW 2003 (The Twelfth International World Wide Web Conference), Alternate Track on Education, Budapest, Hungary (2003)
De Bra, P., Houben, G.-J., Wu, H.: AHAM: a Dexter-based reference model for adaptive hypermedia. In: Proceedings of the Tenth ACM Conference on Hypertext and Hypermedia: Returning to Our Diverse Roots: Returning to Our Diverse Roots, pp. 147–156
Halasz, F., Schwartz, M., Grønbæk, K., Trigg, R.H.: The Dexter hypertext reference model. Communications of the ACM 37(2), 30–39 (1994)
Cristea, A., Stewart, C.: Authoring of Adaptive Hypermedia. In: Magoulas, G.D., Chen, S.Y. (eds.) Advances in Web-Based Education: Personalized Learning Environments, vol. 8, pp. 225–252. Information Science Publishing (IDEA group) (2006)
Cristea, A., Calvi, L.: The Three Layers of Adaptation Granularity. In: Brusilovsky, P., Corbett, A.T., de Rosis, F. (eds.) UM 2003. LNCS (LNAI), vol. 2702, pp. 4–14. Springer, Heidelberg (2003)
Di Ferdinando, A., Rosi, A., Lent, R., Manzalini, A., Zambonelli, F.: MyAds: A system for adaptive pervasive advertisements. Pervasive and Mobile Computing 5(5), 385–401 (2009)
GoogleAdSense, “Maximize revenue from your online content”, http://www.google.com/adsense/ (accessed March 25, 2014).
Qaffas, A., Cristea, A.: How to create an E-Advertising Domain Model: the AEADS approach. In: The 2014 International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government (EEE 2014), Las Vegas, United States (2014)
Brusilovsky, P.: Developing adaptive educational hypermedia systems: From design models to authoring tools. In: Authoring Tools for Advanced Technology Learning Environments, pp. 377–409. Springer (2003)
McIver, J., Carmines, E.G.: Unidimensional scaling, vol. 24. Sage (1981)
Stash, N., Cristea, A., De Bra, P.: Adaptation to learning styles in e-learning: Approach evaluation. In: Proceedings of World Conference on E-Learning in Corporate, Government, Government, Healthcare, and Higher Education Honolulu, Hawaii, pp. 284–291
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this paper
Cite this paper
Qaffas, A.A., Cristea, A.I. (2014). How to Create an E-Advertising Adaptation Strategy: The AEADS Approach. In: Hepp, M., Hoffner, Y. (eds) E-Commerce and Web Technologies. EC-Web 2014. Lecture Notes in Business Information Processing, vol 188. Springer, Cham. https://doi.org/10.1007/978-3-319-10491-1_18
Download citation
DOI: https://doi.org/10.1007/978-3-319-10491-1_18
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10490-4
Online ISBN: 978-3-319-10491-1
eBook Packages: Computer ScienceComputer Science (R0)