LOVER - Platform for Segmentation and Activation of Media Users based on Big Data and Artificial Intelligence Techniques

Abstract

Nowadays, the media publishers, traditionally focused on their editorial work, are being forced to innovate in the technological area to respond to the new demands of their users. Publishers are focusing their efforts on optimizing the results of online newspapers due to the significant decline in profits from advertising in print newspapers. This article presents LOVER, an intelligent personalization platform that will allow the segmentation and activation of users. This approach leverages advanced Big Data and artificial intelligence algorithms that will allow, on the one hand, a deep personalization of contents and messages, and on the other hand, the automatic sharing of contents and users among a set of websites of local and vertical publishers. The segmentation allows enable a series of real-time services aimed at improving business performance. Experimental results in real environments are promising, and they support the interest of the proposal.