A system and method for adapting the content of an ad-based on a user's communication style is disclosed. The content adaptation may be performed on the user's device or on a central server. On-device personalization can work best for mobile devices which are used as a primary means of communication. The method includes the steps of A) building a representation of the user’s communication style, B) when an advertisement is to be shown to the user, customizing the ad by rewriting it according to the user’s communication style and C) serving the optimized advertisement to the user. Building a representation of a user’s writing style may involve modelling using either statistics or a classifier e.g. a neural network. Prior to rendering, the user's device would rewrite each of the ads, either by replacing words with synonyms or completely paraphrasing the ad to better match the user's communication style.
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Foerster, Jakob and Sharifi, Matthew, "Adapting Ad Creative Text To Match A User's Communication Style", Technical Disclosure Commons, (March 03, 2017)