Personalized Advertising Computational Techniques: A Systematic Literature Review, Findings, and a Design Framework

Abstract

This work conducts a systematic literature review about the domain of personalized advertisement, and more specifically, about the techniques that are used for this purpose. State-of-the-art publications and techniques are presented in detail, and the relationship of this domain with other related domains such as artificial intelligence (AI), semantic web, etc., is investigated. Important issues such as (a) business data utilization in personalized advertisement models, (b) the cold start problem in the domain, (c) advertisement visualization issues, (d) psychological factors in the personalization models, (e) the lack of rich datasets, and (f) user privacy are highlighted and are pinpointed to help and inspire researchers for future work. Finally, a design framework for personalized advertisement systems has been designed based on these findings.

Keywords

• personalized advertising
• e-commerce
• computational techniques