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Erschienen in:
2012 | OriginalPaper | Buchkapitel
Discovering Coverage Patterns for Banner Advertisement Placement
verfasst von : P. Gowtham Srinivas, P. Krishna Reddy, S. Bhargav, R. Uday Kiran, D. Satheesh Kumar
Erschienen in: Advances in Knowledge Discovery and Data Mining
Verlag: Springer Berlin Heidelberg
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We propose a model of coverage patterns and a methodology to extract coverage patterns from transactional databases. We have discussed how the coverage patterns are useful by considering the problem of banner advertisements placement in e-commerce web sites. Normally, advertiser expects that the banner advertisement should be displayed to a certain percentage of web site visitors. On the other hand, to generate more revenue for a given web site, the publisher has to meet the coverage demands of several advertisers by providing appropriate sets of web pages. Given web pages of a web site, a coverage pattern is a set of pages visited by a certain percentage of visitors. The coverage patterns discovered from click-stream data could help the publisher in meeting the demands of several advertisers. The efficiency and advantages of the proposed approach is shown by conducting experiments on real world click-stream data sets.