Advertising keywords extraction from web pages

Authors:
Jianyi Liu;Cong Wang;Zhengyang Liu;Wenbin Yao
Affiliations:
School of Computer Science, Beijing University of Posts and Telecommunications, Beijing, China;School of Computer Science, Beijing University of Posts and Telecommunications, Beijing, China;School of Computer Science, Beijing University of Posts and Telecommunications, Beijing, China;School of Computer Science, Beijing University of Posts and Telecommunications, Beijing, China
Venue:
WISM'10 Proceedings of the 2010 international conference on Web information systems and mining
Year:
2010

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Abstract

A large and growing number of web pages display contextual advertising based on keywords automatically extracted from the text of the page, and it has been become a rapidly growing business in recent years. We describe a system that learns how to extract keywords from web pages for advertisement targeting. Firstly a text network for a single webpage is build, then PageRank is applied in the network to decide on the importance of a word, finally top-ranked words are selected as keywords of the webpage. The algorithm is tested on the corpus of blog pages, and the experiment result proves practical and effective.