Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
Retrieving collocations from text: Xtract
Computational Linguistics - Special issue on using large corpora: I
Best bets: thousands of queries in search of a client
Proceedings of the 13th international World Wide Web conference on Alternate track papers & posters
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Finding advertising keywords on web pages
Proceedings of the 15th international conference on World Wide Web
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
A semantic approach to contextual advertising
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Keyword Management System Based on Ontology for Contextual Advertising
ALPIT '07 Proceedings of the Sixth International Conference on Advanced Language Processing and Web Information Technology (ALPIT 2007)
A noisy-channel approach to contextual advertising
Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
Contextual advertising by combining relevance with click feedback
Proceedings of the 17th international conference on World Wide Web
A search-based method for forecasting ad impression in contextual advertising
Proceedings of the 18th international conference on World wide web
An ontology-based approach to Chinese semantic advertising
Information Sciences: an International Journal
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Contextual advertising is to place an ad in the web page by analyzing content of the web page. Different contextual advertising approaches are used to make a content match. We analyzed different contextual approaches in this paper to find out how the content-match is performed. Some Contextual advertising approaches use relevance factor between content of ad and web page by using machine translation strategies, machine learning techniques, while some use ontologies to find out an optimal match between an ad and web page. We proposed a strategy which is based on collocation between different words. It finds collocation between selected words in a web page and than match it with the keyword of an ad.