A Taxonomy-Based Evaluation of Personalized E-Advertisement

The art of personalized e-advertising relies in attracting a user attention to the recommended product, as it relates to their taste, interest and data. Whilst in practice, companies attempt various forms of personalization, research of e-advertising is rare, and seldom routed in solid theory. Adaptive hypermedia (AH) techniques have contributed to the development of personalized tools for adaptive content delivery, mostly in educational domain. This study explores the use of these theories and techniques in a specific field -- adaptive e-advertisements, via implementing and evaluating an adaptive e-advertisement system called "MyAds". The novelty of this approach relies in a systematic design, implementation and evaluation based on an adaptive hypermedia taxonomy-. In particular, this paper reports on a case study, which investigated users´ perceptions´ on the proposed system MyAds and the reflection of the acceptance level of the users. The results from both implicit and explicit feedback indicated that users found MyAds acceptable and agreed that the implemented AH features within the system contributed to an enhanced experience through the exposure to different personalization methods. Appealing ideas of the system were ease of use, personalization and diversity in a non-intrusive way.