Attention,indifference, dislike,action: Web advertising involving users

Since advertising banners in Web pages usually do not relate to the users' interests, banners are often rejected. Much effort has been spent on trying to adapt banners to users. While the usual approach is to try to accomplish that by gathering data about the user, we propose a different approach. Using user‐configurable advertising profiles and direct feedback we give full control to the users themselves. This approach is currently being implemented and evaluated in the context of an Internet TV program guide. This revised version was published online in June 2006 with corrections to the Cover Date.