Journal of East China Normal University(Natural Sc ›› 2013, Vol. 2013 ›› Issue (3): 70-78.

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Advertising targeting with user segmentation

GONG Xue-qing, WANG Li, HE Xiao-feng   

  1. Software Engineering Institute, East China Normal University, Shanghai 200062, China
  • Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

Abstract: Online advertising becomes increasingly important in the E-commerce age. Compared to traditional advertising media such as newspaper and TV channels, online advertising has the advantage of better precise targeting of the ads consumers due to the flexibility of digit content recommendation and personalization. The application of targeting techniques boosts the accurate delivery of ads to interested users. In this paper, we discuss the advance of advertising targeting both in research communities and industry.We show that targeted delivery of the ads by means of user segmentation can greatly increase the CTR of the advertising.

Key words: advertising targeting, user segmentation, behavior targeting, demographic targeting, recommendation

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