The Use of a Fuzzy Cognitive Maps and Eye Tracking in Exploitation of Online Advertising Resources

Current trends in the area of digital marketing and online promotion indicate the increasing role of highly targeted online advertising. The method of designing advertisements evolved in the direction of one-to-one communication, which forces to create personalized advertising messages. In the case of interactive media modelling changes can occur in a dynamic way based on audience and content characteristics. The purpose of this article is to develop a model supporting the selection of parameters and localization of advertising content with the use of fuzzy cognitive maps and possibility to perform simulations based on content selection towards increased efficiency.

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