Abstract. In this chapter we describe techniques for adaptive presentation of content on the Web. We first describe techniques to select and structure the content deemed to be most relevant for the current user in the current interaction context. We then illustrate approaches that deal with the problem of how to adaptively deliver this content.
IntroductionPrevious chapters in this book have described types of adaptation for Web-based systems that include adaptive navigation support (see Chapter 8 of this book [8]), adaptive search (see Chapter 6 of this book [39]) and personalized recommendation of items of interest (see Chapters 9 [47], 10 [42], 11 [49], and 12 [9] of this book). In this chapter, we will focus on an additional type of adaptation widely known as adaptive presentation of content: how to present Web-based content in a manner that best suits individual users' needs. This type of adaptation involves determining, based on the user and context, what information the system should present and how the information should be organized and displayed. While adaptive presentation of content can serve many purposes, as we will demonstrate throughout the chapter, it can also complement several of the adaptation types discussed in previous chapters. For instance, the content of Web pages pointed to by a tailored link in a system that provides adaptive navigation support (Chapter 8 of this book [8]), or returned by adaptive search (Chapter 6 of this book [39]), can be modified to highlight the parts that are more interesting for the current user. Similarly, the description of the items returned by a recommender system (see Chapters 9 [47], 10 [42], 11 [49], and 12 [9] of this book) and can be adapted to play up the items' features that are more relevant to the user's needs, or changed to be more suitable to the user's level of familiarity with the items.The focus of this chapter will be on computational techniques necessary to provide the user with a tailored presentation of content, rather than implementation details and technologies. Also, the chapter is not limited to techniques currently used in adaptive Web-based applications. It aims to suggest areas of future research by discussing alternative approaches that have a strong potential to augment the set of existing techniques for adaptive presentation on the Web. The process of adapting content to specific user needs comprises two sub processes: content adaptation and presentation. Content adaptation involves deciding what content is most relevant to the current user and how to structure this content in a coherent way, before presenting it to the user. The second sub process of content presentation involves deciding how to most effectively adapt the presentation of the selected content to the user.The chapter is structured as follows. In section 13.2, we address techniques for content adaptation. Although traditionally these techniques required the existence of pre-crafted versions of the relevant content, new techniques are emerging which can automatically...