An adaptive approach to chinese semantic advertising

Authors:
Jin-Yuan Chen;Hai-Tao Zheng;Yong Jiang;Shu-Tao Xia
Affiliations:
Tsinghua-Southampton Web Science Laboratory, Graduate School at Shenzhen, Tsinghua University, China;Tsinghua-Southampton Web Science Laboratory, Graduate School at Shenzhen, Tsinghua University, China;Tsinghua-Southampton Web Science Laboratory, Graduate School at Shenzhen, Tsinghua University, China;Tsinghua-Southampton Web Science Laboratory, Graduate School at Shenzhen, Tsinghua University, China
Venue:
ICONIP'11 Proceedings of the 18th international conference on Neural Information Processing - Volume Part II
Year:
2011

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Abstract

Semantic Advertising is a new kind of web advertising to find the most related advertisements for web pages semantically. In this way, users are more likely to be interest in the related advertisements when browsing the web pages. A big challenge for semantic advertising is to match advertisements and web pages in a conceptual level. Especially, there are few studies proposed for Chinese semantic advertising. To address this issue, we proposed an adaptive method to construct an ontology automatically for matching Chinese advertisements and web pages semantically. Seven distance functions are exploited to measure the similarity between advertisements and web pages. Based on the empirical experiments, we found the proposed method shows a promising result in terms of precision, and among the distance functions, the Tanimoto distance function outperforms the other six distance functions.