This study is aimed to investigate how to apply PULL mechanism in an agent-based Internet advertising system. In this pull mechanism, consumers are able to actively announce requirements. Therefore, advertisers are easier to find and analyze potential consumers for designing appropriate ads. This study also proposes an agent-based Internet advertising system which consists of multiple software agents to accomplish this pull mechanism. There are personal agents for consumers to release requirements and request promotion of advertisers actively. To attract consumers, this system supports advertisers to script animated conversational agents for expressively interacting with consumers. In order to demonstrate this study, an experimental system, e-novel advisor system, is also described in this paper.
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