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User profiling for generating bids in digital signage advertising auctions

Title data

Müller, Jörg ; Krüger, Antonio:
User profiling for generating bids in digital signage advertising auctions.
In: Proceedings of the International Workshop on Ubiquitous and Decentralized User Modeling : UBIDEUM 2007. - Corfu , 2007 . - pp. 46-49

Official URL: Volltext

Abstract in another language

In this paper we present a simple approach to adapt advertisements on digital signage to the interests of the audience. We use auctions to sell the advertising space to the highest bidding advertisement and decision theory to determine for each advertisement how much to bid. Within this framework, we use methods from content-based recommender systems to adapt the bid to the interests of the audience. Each advertisement has a set of keywords, and the history of all advertisements a user was interested in is kept. We propose to use a naive Bayes classifier to estimate the probability that a user is interested in a certain advertisement given the keywords and user’s history. We propose interaction mechanisms to generate feedback to train the estimation functions and use the m-estimate to deal with the cold start problem.

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Lehrstuhl Angewandte Informatik VIII > Lehrstuhl Angewandte Informatik VIII - Univ.-Prof. Dr. Jörg Müller
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works
Date Deposited: 16 Jan 2019 10:28
Last Modified: 16 Jan 2019 10:28
URI: https://eref.uni-bayreuth.de/id/eprint/42056