We describe a new paradigm for the inclusion of advertisements on the WWW. This paradigm takes advantage of the internet's great ability for instantaneous online processing of information in real time. A methodology is described for the use of intelligent agents to help in the determination of the appropriateness of displaying a given advertisement to a visitor to a site using very specific information about potential customers. Use is made of fuzzy systems modeling for the construction of these agents. © 1997 John Wiley & Sons, Inc.

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