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Fuzzy Web Ad Selector Based on Web Usage Mining
November/December 2003 (vol. 18 no. 6)
pp. 62-69
Sung Min Bae, Korea Advanced Institute of Science and Technology
Sung Ho Ha, Kyungpook National University
Sang Chan Park, Korea Advanced Institute of Science and Technology

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

Index Terms:
data mining, e-newspaper, fuzzy inference, fuzzy rules, Web advertising, Web usage mining
Citation:
Sung Min Bae, Sung Ho Ha, Sang Chan Park, "Fuzzy Web Ad Selector Based on Web Usage Mining," IEEE Intelligent Systems, vol. 18, no. 6, pp. 62-69, Nov.-Dec. 2003, doi:10.1109/MIS.2003.1249171
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