2011 | OriginalPaper | Chapter
Real-Time Monitoring of Web-Based Processes: A Use Case for the Event-Driven Advertisement
Authors : Liljana Stojanovic, Roland Stuehmer
Published in: Business Process Management Workshops
Publisher: Springer Berlin Heidelberg
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
The modern advertisement theory is based on the “contextual priming effects”: the product attributes primed by the ad context may result in the formation or change of beliefs about the advertised brand, thereby affecting consumers’ evaluations of the brand. Therefore, a web ad should be tailored as much as possible to the user’s current context (interests) in order to affect the user’ attention appropriately. In this paper we present an approach for the semantic-based personalized advertising on the web.