Advertisement Recommendation System Based on User Preference in Online Broadcasting

Abstract

Today, advertisement has become a part of media content and it is exposed to viewers in ways such as home shopping, PPL (Product Placement), and T-commerce. Even though media contents and platforms have been developed into user-interactive services, the interaction between advertisement systems and users is still limited. For advertising services to interact with users, a recommendation system should be introduced. Recommendation systems have been studied such as content-based, collaborative filtering, and hybrid methods. Since conventional recommendation systems require high computational complexity in the preference prediction process and do not consider the time factor, there are limitations in performing recommendation considering user preference. In this paper, we propose an advertisement recommendation system that predicts the ATU’s (Active Target User) preference for items in real-time. The proposed system creates PRETREE by modeling ATU's history data with a tree data structure for reducing computational complexity. A recommendation is triggered when the item that the ATU is looking at in the media content is detected. If there are rating records for the item in the history of the ATU, the preferences are predicted on the basis of PRETREE. If there is no history for the item, the proposed system predicts preference on the basis of similar groups and the LCC (Longest Common Category) node at the ATU's PRETREE. Finally, we evaluate the performance of the proposed recommendation system using real- world data.