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papers > lekakos02
Giorgos Lekakos and George Giaglis (2002).
Delivering Personalized Advertisements in Digital Television: A Methodology and Empirical Evaluation.
Proceedings of the AHÂ’2002 Workshop on Personalization in Future TV pp..
http://www.di.unito.it/~liliana/TV02/completeProceedings.pdf
Abstract
This paper presents a stereotype-based approach for the delivery of personalized advertisements in digital interactive television. The theoretical basis of the approach is analyzed, and a methodology is proposed for the development of user models based on classification rules. Results from an empirical validation, in the form of a laboratory experiment, are also presented in order to provide further evidence on the feasibility and usefulness of the proposed methodology. It is argued that the methodology does not only achieve valid and effective personalization at the stereotype level, but it also includes built-in mechanisms for the continuous re-appraisal of classification rules and adaptation of the user model based on dynamic data. Future research towards extending this approach towards the ultimate goal of personalization at the individual level is also discussed
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