Personalised Advertising — Exploiting the Distributed User Profile

Authors:
G. Bilchev;D. Marston
Affiliations:
-;-
Venue:
BT Technology Journal
Year:
2003

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Abstract

This paper introduces the concept of a distributed user profile, a profile that is not stored in a single location, but constructed using profiles located in a number of different places. The paper introduces this concept by examining the application of such a distributed user profile for the purpose of personalised on-line advertising, and the implications of this use.