Fuzzy Web Ad Selector Based on Web Usage Mining

edge in terms of costs. In such an environment, a successful company wanting to survive and gain a competitive advantage must provide an acceptable bundle of customized services that satisfy customers’ needs. Despite the Internet’s obvious benefits as a new communication medium—such as targetability, trackability, deliverability, flexibility, and interactivity—Internet advertising gives the same advertising messages to all customers and so has suffered from poor responses. To raise a Web ad’s effectiveness, we propose a Web ad selector that personalizes advertising messages for customers based on their preferences and interests.