Fuzzy Web Ad Selector Based on Web Usage Mining

Authors:
Sung Min Bae;Sung Ho Ha;Sang Chan Park
Affiliations:
Korea Advanced Institute of Science and Technology;Kyungpook National University;Korea Advanced Institute of Science and Technology
Venue:
IEEE Intelligent Systems
Year:
2003

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Abstract

This Web ad selection system divides Web site customers with similar preferences into severalsegments through Web usage mining. It uses fuzzy rules, which express customer segments' surfingpatterns and corresponding ads that advertising experts suggest. The system selects appropriate Web adsby fuzzy inference and forwards them to the target customer.