Name
Abstract | ||
|---|---|---|
The market for Web advertisement is continuously growing and correspondingly, the number of approaches that can be used for
realizing Web advertisement are increasing. However, current approaches fail to generate very personalized ads for a current
Web user that is visiting a particular Web content. They mainly try to develop a profile based on the content of that Web
page or on a long-term user’s profile, by not taking into account current user’s preferences. We argue that by discovering
a user’s interest from his current Web behavior we can support the process of ad generation, especially the relevance of an
ad for the user. In this paper we present the conceptual architecture and implementation of such an approach. The approach
is based on the extraction of simple events from the user interaction with a Web page and their combination in order to discover
the user’s interests. We use semantic technologies in order to build such an interpretation out of many simple events. We
present results from preliminary evaluation studies. The main contribution of the paper is a very efficient, semantic-based
client-side architecture for generating and combining Web events. The architecture ensures the agility of the whole advertisement
system, by complexly processing events on the client. In general, this work contributes to the realization of new, event-driven
applications for the (Semantic) Web.
|
Year | DOI | Venue |
|---|---|---|
2009 | 10.1145/1619258.1619307 | distributed event-based systems |
Keywords | DocType | Volume |
client-side rule engine,client-side event processing,long-term user,rule language,current web user,complex event pattern,account current user,simple event,complex condition predicate,user interaction,web page,javascript-enabled client,current web behavior,personalized advertising,personalized web advertisement,rule engine,web event,event-condition-action expression,web advertisement,particular web content,current state,eca,rdfa,complex event processing,rich internet applications,rdf | Conference | 5871 |
ISSN | Citations | PageRank |
0302-9743 | 0 | 0.34 |
References | Authors | |
19 | 6 | |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Roland Stühmer | 1 | 79 | 7.73 |
| Darko Anicic | 2 | 437 | 31.28 |
| Sinan Sen | 3 | 38 | 4.70 |
| jun ma | 4 | 0 | 0.34 |
| Kay-Uwe Schmidt | 5 | 64 | 6.57 |
| Nenad Stojanovic | 6 | 1605 | 152.52 |