A survey of contextual advertising

Authors:
Xiaofei Niu;Jun Ma;Dongmei Zhang
Affiliations:
School of Computer Science & Technology of Shandong University, Shandong, China and School of Computer Science & Technology of Shandong Jianzhu University, Shandong, China;School of Computer Science & Technology of Shandong University, Shandong, China;School of Computer Science & Technology of Shandong University, Shandong, China and School of Computer Science & Technology of Shandong Jianzhu University, Shandong, China
Venue:
FSKD'09 Proceedings of the 6th international conference on Fuzzy systems and knowledge discovery - Volume 7
Year:
2009

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Abstract

Contextual advertising, a growing category of search advertising, refers to showing a list of ads in a web page. In recent years, more and more researches have been carried on and various methods have been proposed. In this paper, the upto-date methods for contextual advertising are studied. After giving a brief review of contextual advertising, three main approaches of current research, i.e. the matching, Genetic programming(GP) and semantic approaches, are described and compared. At last, some challenges in contextual advertising are discussed, together with the potential future research directions.