Unintrusive customization techniques for Web advertising
WWW '99 Proceedings of the eighth international conference on World Wide Web
An investigation into search engines as a form of targeted advert delivery
SAICSIT '02 Proceedings of the 2002 annual research conference of the South African institute of computer scientists and information technologists on Enablement through technology
Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
Predicting the semantic orientation of adjectives
ACL '98 Proceedings of the 35th Annual Meeting of the Association for Computational Linguistics and Eighth Conference of the European Chapter of the Association for Computational Linguistics
Thumbs up or thumbs down?: semantic orientation applied to unsupervised classification of reviews
ACL '02 Proceedings of the 40th Annual Meeting on Association for Computational Linguistics
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Thumbs up?: sentiment classification using machine learning techniques
EMNLP '02 Proceedings of the ACL-02 conference on Empirical methods in natural language processing - Volume 10
Learning extraction patterns for subjective expressions
EMNLP '03 Proceedings of the 2003 conference on Empirical methods in natural language processing
EMNLP '03 Proceedings of the 2003 conference on Empirical methods in natural language processing
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
Determining the sentiment of opinions
COLING '04 Proceedings of the 20th international conference on Computational Linguistics
Recognizing contextual polarity in phrase-level sentiment analysis
HLT '05 Proceedings of the conference on Human Language Technology and Empirical Methods in Natural Language Processing
Automatic identification of pro and con reasons in online reviews
COLING-ACL '06 Proceedings of the COLING/ACL on Main conference poster sessions
A semantic approach to contextual advertising
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Just-in-time contextual advertising
Proceedings of the sixteenth ACM conference on Conference on information and knowledge management
Creating subjective and objective sentence classifiers from unannotated texts
CICLing'05 Proceedings of the 6th international conference on Computational Linguistics and Intelligent Text Processing
Blogger-Centric Contextual Advertising
Expert Systems with Applications: An International Journal
An ontology-based approach to Chinese semantic advertising
Information Sciences: an International Journal
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Web advertising (Online advertising) is a form of promotion that uses the World Wide Web for the expressed purpose of delivering marketing messages to attract customers. This paper addresses the mechanism of Content-Oriented advertising (Contextual advertising), which refers to the assignment of relevant ads within the content of a generic web page, e.g. blogs. As blogs become a platform for expressing personal opinion, they naturally contain various kinds of expressions, including both facts and comments of both a positive and negative nature. In this paper, we propose the utilization of sentiment detection to improve Web-based contextual advertising. The proposed SOCA (Sentiment-Oriented Contextual Advertising) framework aims to combine contextual advertising matching with sentiment analysis to select ads that are related to the positive (and neutral) aspects of a blog and rank them according to their relevance. We experimentally validate our approach using a set of data that includes both real ads and actual blog pages. The results clearly indicate that our proposed method can effectively identify those ads that are positively correlated with the given blog pages.