Abstract
In web advertisement, commercial messages are automatically posted on the monitor of a user. If they meet with the user's interest, not only the user can get to the necessary information immediately but also the effectiveness of the advertisement will increase. The authors have developed a dynamic delivery system in web advertisement. Any prior registration of the user's preference is not necessary. The system we propose here not only grasps the change of user's preference in the long term, but also predicts the user's current preference in the short time. A Markov model and kMER are used to analyze the user's site transfer history. Application to the actual web advertisement system is reported.
