Nowadays, commercial websites use an increasing amount of rich media ads, since these ads grab users' attention more easily. Ad overloading has a counterproductive effect and we advocate a more parsimonious and finely-tuned use of ads. In this paper we stress the importance of using ads in the right sequence and at the right time. We also present how to use our web adaptation system for a classic web marketing multivariable test. The experimental results show the usefulness of optimizing banners' sequences and timing.

Results, showing the power and the efficiency of the two models to solve our problems, are also given. By comparing to a “ground truth” acquired by observing user browsing session on a test site, we conclude that our models are able to determine optimal advertising policies concerning banner formats and delivery.

No abstract