Qaffas, Alaa, Cristea, Alexandra I. and Shi, Lei (2013) Is adaptation of e-advertising the way forward? In: 2013 IEEE Conference on e-Learning, e-Management and e-Services, Kuching, Malaysia, 2-4 Dec 2013. Published in: Proceedings of 2013 IEEE Conference on e-Learning, e-Management and e-Services pp. 117-124. ISBN 9781479915736. doi:10.1109/IC3e.2013.6735977

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Abstract

E-advertising is a multi-billion dollar industry that has shown exponential growth in the last few years. However, although the number of users accessing the Internet increases, users don’t respond positively to adverts. Adaptive e-advertising may be the key to ensuring effectiveness of the ads reaching their target. Moreover, social networks are good sources of user information and can be used to extract user behaviour and characteristics for presentation of personalized advertising. Here we present a two-sided study based on two questionnaires, one directed to Internet users and the other to businesses. Our study shows that businesses agree that personalized advertising is the best way for the future, to maximize effectiveness and profit. In addition, our results indicate that most Internet users would prefer adaptive advertisements. From this study, we can propose a new design for a system that meets both Internet users’ and businesses’ requirements.

Item Type:	Conference Item (Paper)
Alternative Title:
Subjects:	Q Science > QA Mathematics > QA76 Electronic computers. Computer science. Computer software
Divisions:	Faculty of Science > Computer Science
Library of Congress Subject Headings (LCSH):	Internet users, Electronic commerce , Advertising -- Research, Business enterprises
Journal or Publication Title:	Proceedings of 2013 IEEE Conference on e-Learning, e-Management and e-Services
Publisher:	IEEE Computer Society
ISBN:	9781479915736
Official Date:	2013
Dates:	Date Event 2013 Published
Date of first compliant deposit:	26 December 2015
Page Range:	pp. 117-124
DOI:	10.1109/IC3e.2013.6735977
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Conference Paper Type:	Paper
Title of Event:	2013 IEEE Conference on e-Learning, e-Management and e-Services
Type of Event:	Conference
Location of Event:	Kuching, Malaysia
Date(s) of Event:	2-4 Dec 2013

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