A framework for targeting banner advertising on the Internet

Abstract

Constraints that limit accurate targeting of advertising in traditional media may not hold in cyberspace. This paper presents a model for effectively and efficiently targeting hypermedia-based banner advertisements in an online information service. The model takes advantage of information technology to micro-target banner advertisements based on individual characteristics of users. A simple version of the model, which has the virtue of ease of development, is presented. Enhancements are also proposed. These require more effort to develop, but may lead to even more precise targeting of advertisements. Implementation of this framework may benefit both online advertisers and online consumers.