Personalized E-Advertisement and Experience: Recommending User Targeted Ads

摘要

Personalized e-advertising is the art of attracting users' attention by correlating to their tastes and interests. The evolving research of adaptive hypermedia with its techniques and theories contributed to the personalization field. This paper reports the case study of 'My Ads', an adaptive e-advertisement delivery system that is based on a new theoretical framework, to evaluate users' acceptance of personalized ads. The results indicated that the implemented features within the system contributed to an enhanced experience through the exposure to different personalization methods and the appealing ideas of the system.