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Information Systems and e-Business Management

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01.06.2012 | Original Article

A framework for intermediated online targeted advertising with banner ranking mechanism

verfasst von: Kai Li, Efosa C. Idemudia, Zhangxi Lin, Yang Yu

Erschienen in: Information Systems and e-Business Management | Ausgabe 2/2012

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Abstract

Reinforced by the fast growth of electronic commerce, even during the current global economic downturn, intermediated online targeted advertising (IOTA) has emerged as a promising electronic business model empowered by the Web 2.0 principle. IOTA maximizes the profit of online targeted advertising services by displaying the proper banner contents to certain types of Web users in real time in order to increase the click-through rate (CTR). However, due to severe competition in the online advertising market, the principles and algorithms of IOTA remain highly confidential. This paper is intended to unveil the nature of IOTA. We propose an IOTA service system framework and present its implementation scheme. Specifically, we address the advertisement allocation problem, using an advertisement ranking mechanism and considering the ads impression quota and the time-of-day (TOD) effect. Simulation results show that advertisement ranking in a subset of clusters that actively estimates the quota situation is feasible and efficient.

Vorheriger Artikel Enhancing electronic medical record retrieval through semantic query expansion

Nächster Artikel Web crawling and filtering for on-line auctions from a social network perspective

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Titel: A framework for intermediated online targeted advertising with banner ranking mechanism
verfasst von: Kai Li
Efosa C. Idemudia
Zhangxi Lin
Yang Yu
Publikationsdatum: 01.06.2012
Verlag: Springer-Verlag
Erschienen in: Information Systems and e-Business Management / Ausgabe 2/2012
Print ISSN: 1617-9846
Elektronische ISSN: 1617-9854
DOI: https://doi.org/10.1007/s10257-010-0134-4

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