Digital ad morphing : using behavioral analysis to increase response rates to online advertisements

[摘要] This paper details the implementation and testing of a digital ad morphing system, a system which determines user cognitive style based on interaction with a website and serves ads designed to complement that cognitive style. The system is intended to increase click through rates on online advertising such as banner ads. The paper first explains the implementation of an ad morphing system and then describes the process and results of a field study conducted on the CNET.com website in April-May 2011.

[发布机构] Massachusetts Institute of Technology