Naoki Abe, Tomonari Kamba, Yoshiyuki Koseki
NEC Corporation, C&C Media Research Laboratories
1-1-4 Miyazaki, Miyamae-ku
Kawasaki, Kanagawa 216-8555 Japan
In this paper, we propose a novel technique of adapting online advertisement to a user's short term interests in a non-intrusive way. As a proof-of-concept we implemented a dynamic advertisement selection system able to deliver customized advertisements to users of an online search service or Web directory. No user-specific data elements are collected or stored at any time. Initial experiments indicate that the system is able to improve the average click-through rate substantially compared to random selection methods.