With the exploded growth of internet population and the approach of Web2.0, the business opportunity of the web advertising market is expanded day by day. Since the web advertising is still in evolving, it is a very important subject for the advertisers to set up the broadcasting mechanism and operating model by its characteristic superior to traditional advertising. On this new developing media of internet, the article puts forward a set of intact personalized advertising mechanisms by reciprocal using two kinds of data mining methods: Factor Analysis method and Cluster Analysis method. In this way, we can separate the internet users into different groups and deliver them the proper web advertising by going over which websites do they prefer browsing.
個人化廣告 網頁探勘 因素分析 集群分析 文字探勘