Personalized contextual advertising using history pages

Contextual advertising refers to the placement of commercial textual advertisements within the content of a web page. Many researchers have sought to provide advertisements that are more relevant to users due to the profitability of contextual advertising. In this paper, we propose several methods for personalized contextual advertising using the history pages of a user. We could provide relevant ads to different users who visit the same page with different intents using our methods. We conduct experiments to verify the effectiveness of personalized contextual advertising and evaluate the precision of ranked ads in terms of personalization degree. To the best of our knowledge, this work is the first study to address personalization in contextual advertising.