Abstract
Adaptive online advertising is a rapidly expanding marketing tool that delivers personalised messages and adverts to Internet users. At a time when the Internet is burgeoning, many websites use an adaptation process to tailor their advertisements, however, often in an ad-hoc manner. Thus, a new model that guarantees a systematic integration of adaptive features on existing business websites has become an urgent requirement to satisfy customers. This paper aims to solve this issue, by presenting an innovative model for e-advertising adaptation: the Layered Adaptive Advertising Integration (LAAI). LAAI is building upon previous models and frameworks from different domains, by selecting and adding novel features appropriate for e-advertising. Based on this model, a new adaptation system -AEADS - is developed, to test and evaluate the LAAI model. This research also reports on the perception on the methods towards obtaining generalisation, portability and efficiency, as proposed by the LAAI model, by evaluating how a range of businesses are enabled to adapt their advertisements based on user profiles and behaviours.