Title: How to Create an E-Advertising Adaptation Strategy: The AEADS Approach
Abstract: During recent years, the internet and online marketing have experienced a continuous growth. Web-based advertisement is used to target users easily, without place or time limitation. Personalization is an ingenious way to potentially increase the effectiveness and efficiency of web-based advertisements. In this paper, a model for creating personalisation specification for businesses (adaptation strategies), based on adaptation rules, is introduced. The paper also implements a version of this model and presents its evaluation.