Is adaptation of e-advertising the way forward?

E-advertising is a multi-billion dollar industry that has shown exponential growth in the last few years. However, although the number of users accessing the Internet increases, users don’t respond positively to adverts. Adaptive e-advertising may be the key to ensuring effectiveness of the ads reaching their target. Moreover, social networks are good sources of user information and can be used to extract user behaviour and characteristics for presentation of personalized advertising. Here we present a two-sided study based on two questionnaires, one directed to Internet users and the other to businesses. Our study shows that businesses agree that personalized advertising is the best way for the future, to maximize effectiveness and profit. In addition, our results indicate that most Internet users would prefer adaptive advertisements. From this study, we can propose a new design for a system that meets both Internet users’ and businesses’ requirements

Adaptive hypermedia for education and training

Adaptive hypermedia (AH) is an alternative to the traditional, one-size-fits-all approach in the development of hypermedia systems. AH systems build a model of the goals, preferences, and knowledge of each individual user; this model is used throughout the interaction with the user to adapt to the needs of that particular user (Brusilovsky, 1996b). For example, a student in an adaptive educational hypermedia system will be given a presentation that is adapted specifically to his or her knowledge of the subject (De Bra & Calvi, 1998; Hothi, Hall, & Sly, 2000) as well as a suggested set of the most relevant links to proceed further (Brusilovsky, Eklund, & Schwarz, 1998; Kavcic, 2004). An adaptive electronic encyclopedia will personalize the content of an article to augment the user's existing knowledge and interests (Bontcheva & Wilks, 2005; Milosavljevic, 1997). A museum guide will adapt the presentation about every visited object to the user's individual path through the museum (Oberlander et al., 1998; Stock et al., 2007). Adaptive hypermedia belongs to the class of user-adaptive systems (Schneider-Hufschmidt, Kühme, & Malinowski, 1993). A distinctive feature of an adaptive system is an explicit user model that represents user knowledge, goals, and interests, as well as other features that enable the system to adapt to different users with their own specific set of goals. An adaptive system collects data for the user model from various sources that can include implicitly observing user interaction and explicitly requesting direct input from the user. The user model is applied to provide an adaptation effect, that is, tailor interaction to different users in the same context. In different kinds of adaptive systems, adaptation effects could vary greatly. In AH systems, it is limited to three major adaptation technologies: adaptive content selection, adaptive navigation support, and adaptive presentation. The first of these three technologies comes from the fields of adaptive information retrieval (IR) and intelligent tutoring systems (ITS). When the user searches for information, the system adaptively selects and prioritizes the most relevant items (Brajnik, Guida, & Tasso, 1987; Brusilovsky, 1992b)

Personalisation and recommender systems in digital libraries

Widespread use of the Internet has resulted in digital libraries that are increasingly used by diverse communities of users for diverse purposes and in which sharing and collaboration have become important social elements. As such libraries become commonplace, as their contents and services become more varied, and as their patrons become more experienced with computer technology, users will expect more sophisticated services from these libraries. A simple search function, normally an integral part of any digital library, increasingly leads to user frustration as user needs become more complex and as the volume of managed information increases. Proactive digital libraries, where the library evolves from being passive and untailored, are seen as offering great potential for addressing and overcoming these issues and include techniques such as personalisation and recommender systems. In this paper, following on from the DELOS/NSF Working Group on Personalisation and Recommender Systems for Digital Libraries, which met and reported during 2003, we present some background material on the scope of personalisation and recommender systems in digital libraries. We then outline the working group’s vision for the evolution of digital libraries and the role that personalisation and recommender systems will play, and we present a series of research challenges and specific recommendations and research priorities for the field

Evaluation of a personalized digital library based on cognitive styles: Adaptivity vs. adaptability

Personalization can be addressed by adaptability and adaptivity, which have different advantages and disadvantages. This study investigates how digital library users react to these two techniques. More specifically, we develop a personalized digital library to suit the needs of different cognitive styles based on the findings of our previous work (Frias-Martinez, et al., in press). The personalized digital library includes two versions: adaptive version and adaptable version. The results showed that users not only performed better in the adaptive version, but also they perceived more positively to the adaptive version. In addition, cognitive styles have great effects on users’ responses to adaptability and adaptivity. These results provide guidance for designers to select suitable techniques to develop personalized digital libraries

State of the art of learning styles-based adaptive educational hypermedia systems (Ls-Baehss)

The notion that learning can be enhanced when a teaching approach matches a learner’s learning style has been widely accepted in classroom settings since the latter represents a predictor of student’s attitude and preferences. As such, the traditional approach of ‘one-size-fits-all’ as may be applied to teaching delivery in Educational Hypermedia Systems (EHSs) has to be changed with an approach that responds to users’ needs by exploiting their individual differences. However, establishing and implementing reliable approaches for matching the teaching delivery and modalities to learning styles still represents an innovation challenge which has to be tackled. In this paper, seventy six studies are objectively analysed for several goals. In order to reveal the value of integrating learning styles in EHSs, different perspectives in this context are discussed. Identifying the most effective learning style models as incorporated within AEHSs. Investigating the effectiveness of different approaches for modelling students’ individual learning traits is another goal of this study. Thus, the paper highlights a number of theoretical and technical issues of LS-BAEHSs to serve as a comprehensive guidance for researchers who interest in this area

Learner Modeling Based on Bayesian Networks

The work presented in this chapter lies within Learner modeling in an adaptive educational system construed as a computational modeling of the learner. All actions of the learner in a learning situation on an adaptive hypermedia systems are not limited to valid or invalid actions (true and false), but they are a set of actions that characterize the learning path of his formation. Thus, we cannot represent the information from the system of each learner using relative data. It requires putting our work in a probabilistic context due to the changes in the learner model information during formation. We propose in this work to use Bayesian networks as a probabilistic framework to resolve the issue of dynamic management and update of the learner model. The experiments and results presented in this work are arguments in favor of our hypothesis, and can also promote reusing the modeling obtained through different systems and similar modeling situations

Personalization in cultural heritage: the road travelled and the one ahead

Over the last 20 years, cultural heritage has been a favored domain for personalization research. For years, researchers have experimented with the cutting edge technology of the day; now, with the convergence of internet and wireless technology, and the increasing adoption of the Web as a platform for the publication of information, the visitor is able to exploit cultural heritage material before, during and after the visit, having different goals and requirements in each phase. However, cultural heritage sites have a huge amount of information to present, which must be filtered and personalized in order to enable the individual user to easily access it. Personalization of cultural heritage information requires a system that is able to model the user (e.g., interest, knowledge and other personal characteristics), as well as contextual aspects, select the most appropriate content, and deliver it in the most suitable way. It should be noted that achieving this result is extremely challenging in the case of first-time users, such as tourists who visit a cultural heritage site for the first time (and maybe the only time in their life). In addition, as tourism is a social activity, adapting to the individual is not enough because groups and communities have to be modeled and supported as well, taking into account their mutual interests, previous mutual experience, and requirements. How to model and represent the user(s) and the context of the visit and how to reason with regard to the information that is available are the challenges faced by researchers in personalization of cultural heritage. Notwithstanding the effort invested so far, a definite solution is far from being reached, mainly because new technology and new aspects of personalization are constantly being introduced. This article surveys the research in this area. Starting from the earlier systems, which presented cultural heritage information in kiosks, it summarizes the evolution of personalization techniques in museum web sites, virtual collections and mobile guides, until recent extension of cultural heritage toward the semantic and social web. The paper concludes with current challenges and points out areas where future research is needed

Cognition and the Web

Empirical research related to the Web has typically focused on its impact to social relationships and wider society; however, the cognitive impact of the Web is also an increasing focus of scientific interest and research attention. In this paper, I attempt to provide an overview of what I see as the important issues in the debate regarding the relationship between human cognition and the Web. I argue that the Web is potentially poised to transform our cognitive and epistemic profiles, but that in order to understand the nature of this influence we need to countenance a position that factors in the available scientific evidence, the changing nature of our interaction with the Web, and the possibility that many of our everyday cognitive achievements rely on complex webs of social and technological scaffolding. I review the literature relating to the cognitive effects of current Web technology, and I attempt to anticipate the cognitive impact of next-generation technologies, such as Web-based augmented reality systems and the transition to data-centric modes of information representation. I suggest that additional work is required to more fully understand the cognitive impact of both current and future Web technologies, and I identify some of the issues for future scientific work in this area. Given that recent scientific effort around the Web has coalesced into a new scientific discipline, namely that of Web Science, I suggest that many of the issues related to cognition and the Web could form part of the emerging Web Science research agenda

Moving towards personalising translation technology

Technology has had an important impact on the work of translators and represents a shift in the boundaries of translation work over time. Improvements in machine translation have brought about further boundary shifts in some translation work and are likely to continue having an impact. Yet translators sometimes feel frustrated with the tools they use. This chapter looks to the field of personalisation in information technology and proposes that personalising translation technology may be a way of improving translator-computer interaction. Personalisation of translation technology is considered from the perspectives of context, user modelling, trust, motivation and well-being

Optimizing Hypervideo Navigation Using a Markov Decision Process Approach

Interaction with hypermedia documents is a required feature for new sophisticated yet flexible multimedia applications. This paper presents an innovative adaptive technique to stream hypervideo that takes into account user behaviour. The objective is to optimize hypervideo prefetching in order to reduce the latency caused by the network. This technique is based on a model provided by a Markov Decision Process approach. The problem is solved using two methods: classical stochastic dynamic programming algorithms and reinforcement learning. Experimental results under stochastic network conditions are very promising