Targeted Advertising Based on Intelligent Agents in e-Commerce

An effective advertising strategy that can be used to help increase sales of products and reduce ad rate is to push special advertisement to selected potential customers. Applying intelligent agents to improve targeted advertising in electronic commerce is attractive. In this paper the methods and strategies of Web advertising are introduced briefly. A model of intelligent agent for targeted advertising is given. Information gathering and target variable computing are two key tasks of the ad agent. An experimental Web site named campus bookstore is created and the test result is analyzed.