The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources

Jaroslaw Jankowski, Jarosław Wątróbski, Katarzyna Witkowska, Waldemar Wolski

2016

Abstract

Current trends in the area of digital marketing and online promotion indicate the increasing role of highly targeted online advertising. The method of designing advertisements evolved in the direction of one-to-one communication, which forces to create personalized advertising messages. In the case of interactive media modelling changes can occur in a dynamic way based on audience and content characteristics. The purpose of this article is to develop a model supporting the selection of parameters and localization of advertising content with the use of fuzzy cognitive maps and possibility to perform simulations based on content selection towards increased efficiency.

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Paper Citation


in Harvard Style

Jankowski J., Wątróbski J., Witkowska K. and Wolski W. (2016). The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources . In Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-989-758-187-8, pages 467-472. DOI: 10.5220/0005871504670472


in Bibtex Style

@conference{iceis16,
author={Jaroslaw Jankowski and Jarosław Wątróbski and Katarzyna Witkowska and Waldemar Wolski},
title={The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources},
booktitle={Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2016},
pages={467-472},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005871504670472},
isbn={978-989-758-187-8},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 18th International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources
SN - 978-989-758-187-8
AU - Jankowski J.
AU - Wątróbski J.
AU - Witkowska K.
AU - Wolski W.
PY - 2016
SP - 467
EP - 472
DO - 10.5220/0005871504670472