In our thesis we wanted to examine, based on assumptions of behavioral targeting and related research, whether behavioral targeting can really improve the effectiveness of online advertising.We conducted our experiment on anonymised information that we have obtained from a Slovenian advertising network. Based on previously visited web pages and clicked ads, we represented each user profile as a vector of interests and carried out two independent experiments. We implemented the clustering method, simulated displaying ads to different clusters and compared the increase in the effectiveness of advertisements before and after clustering. We proved in our experiment that using behavioral targeting and short-term data for capturing user's interests, efectiveness of online advertisements can be raised as high as 746 %. udFinally, we compared our results with the results of related literature and provided some suggestions to improve our methods and ideas for future work.
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