Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/40758
Title: Local web advertisement through dynamic active proxy
Authors: Deng, J. 
Chi, C.-H. 
Issue Date: 2000
Source: Deng, J.,Chi, C.-H. (2000). Local web advertisement through dynamic active proxy. IEEE International Conference on Multi-Media and Expo (II/TUESDAY) : 1183-1186. ScholarBank@NUS Repository.
Abstract: Due to global access of the web, Internet advertisement is often constrained to those generic ones - those without the local relevancy from a web surfer's viewpoint. This seriously limits the potentials and market size of Interact advertisement. To make up for this situation, we propose an active proxy centric framework as an effective mean to support local web advertisement. The basic idea is to insert local advertisement dynamically into a web page when it is retrieved through an active proxy server that is in collaboration with the content server. Since a proxy server has a much better understanding on its web surfers than web content servers do, advertisement being uploaded by the proxy will be much more relevant and interesting to them. This model is very important to Internet advertisement. It provides a win-win situation to three parties involved in the web surfing process: (i) a content provider increases his revenue without any extra effort to find and maintain "remote" advertisement in his web site content, (ii) proxy service provider (likely to be the Internet Service Access Provider, IASP) has a new source of revenue by selling advertisement on web pages that pass through them, (iii) web surfers are able to receive relevant, local advertisement.
Source Title: IEEE International Conference on Multi-Media and Expo
URI: http://scholarbank.nus.edu.sg/handle/10635/40758
Appears in Collections:Staff Publications

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