A framework for intermediated online targeted advertising with banner ranking mechanism

@article{Li2012AFF,
  title={A framework for intermediated online targeted advertising with banner ranking mechanism},
  author={K. Li and E. Idemudia and Zhangxi Lin and Yang Yu},
  journal={Information Systems and e-Business Management},
  year={2012},
  volume={10},
  pages={183-200}
}
Reinforced by the fast growth of electronic commerce, even during the current global economic downturn, intermediated online targeted advertising (IOTA) has emerged as a promising electronic business model empowered by the Web 2.0 principle. IOTA maximizes the profit of online targeted advertising services by displaying the proper banner contents to certain types of Web users in real time in order to increase the click-through rate (CTR). However, due to severe competition in the online… Expand
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