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研究生:曾乾明
研究生(外文):Chien-Ming Tseng
論文名稱:設計與實作以軟體代理人為基礎之目標廣告系統
論文名稱(外文):Design and implementation of an agent-based targeted advertising system
指導教授:謝中奇謝中奇引用關係
指導教授(外文):Chung-Chi Hsieh
學位類別:碩士
校院名稱:國立成功大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:英文
論文頁數:45
中文關鍵詞:目標廣告軟體代理人
外文關鍵詞:software agenttargeted advertising
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Internet advertising such as Web advertising and targeted advertising is currently the major source of revenue in electronic commerce. Web advertising in general places advertisements on the Web sites, while targeted advertising is more focused on delivering appropriate advertisements according to each user’s preferences and interests. It is believed that targeted advertising will be the driving force for the next phase of electronic commerce. The purpose of this study is to design an agent-based targeted advertising system using a two-phase information filtering approach that integrates user stereotypes. Information filtering and user stereotypes can help us to decide which advertisement to deliver whereas software agents are capable of automating the whole targeted advertising process. The two-phase information filtering approach also combines a rating scheme in which users and objects are represented using Gaussian curves. A prototype of an agent-based targeted advertising system is implemented and simulation conducted.
ACKNOWLEDGEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . ii
LIST OF TABLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . v
LIST OF FIGURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vi

CHAPTER
I. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1 Motivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.4 Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

II. LITERATURE REVIEW . . . . . . . . . . . . . . . . . . . . . . . 4
2.1 Internet advertising . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.1 Definition . . . . . . . . . . . . . . . . . . . . . . . . 4
2.1.2 Internet advertising models . . . . . . . . . . . . . . . 5
2.2 Targeted Advertising . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2.1 Benefits . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.2.2 Targeting technologies . . . . . . . . . . . . . . . . . . 7
2.3 Information Filtering . . . . . . . . . . . . . . . . . . . . . . . 8
2.3.1 Definition . . . . . . . . . . . . . . . . . . . . . . . . 8
2.3.2 Filtering approaches . . . . . . . . . . . . . . . . . . . 8
2.3.3 A generic model of IF systems . . . . . . . . . . . . . 10
2.4 Software Agents . . . . . . . . . . . . . . . . . . . . . . . . . . 11
2.4.1 Definition and characteristics . . . . . . . . . . . . . . 11
2.4.2 Architecture . . . . . . . . . . . . . . . . . . . . . . . 13
2.5 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

III. Model Formulation . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.1 The filtering approach for targeted advertising . . . . . . . . . 16
3.2 The GRAS algorithm . . . . . . . . . . . . . . . . . . . . . . . 18
3.2.1 Profile generation and adaptation . . . . . . . . . . . 23
3.3 A targeted advertising model . . . . . . . . . . . . . . . . . . . 26
3.4 An agent-based system architecture . . . . . . . . . . . . . . . 29
IV. Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
4.1 Overview of system implementation . . . . . . . . . . . . . . . 32
4.1.1 Developing an agent-based application . . . . . . . . . 33
4.2 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
4.2.1 Object and user profiles . . . . . . . . . . . . . . . . . 35
4.2.2 Assumptions and limitations . . . . . . . . . . . . . . 36
4.2.3 Implementation of the prototype system. . . . . . . . 37
V. Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
REFERENCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
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