Discovering coverage patterns for banner advertisement placement

Authors:
P. Gowtham Srinivas;P. Krishna Reddy;S. Bhargav;R. Uday Kiran;D. Satheesh Kumar
Affiliations:
International Institute of Information Technology, Hyderabad, India;International Institute of Information Technology, Hyderabad, India;International Institute of Information Technology, Hyderabad, India;International Institute of Information Technology, Hyderabad, India;International Institute of Information Technology, Hyderabad, India
Venue:
PAKDD'12 Proceedings of the 16th Pacific-Asia conference on Advances in Knowledge Discovery and Data Mining - Volume Part II
Year:
2012

Citing 13
Cited 1

Mining association rules between sets of items in large databases

SIGMOD '93 Proceedings of the 1993 ACM SIGMOD international conference on Management of data
Mining association rules with multiple minimum supports

KDD '99 Proceedings of the fifth ACM SIGKDD international conference on Knowledge discovery and data mining
Fast Algorithms for Mining Association Rules in Large Databases

VLDB '94 Proceedings of the 20th International Conference on Very Large Data Bases
Some simplified NP-complete problems

STOC '74 Proceedings of the sixth annual ACM symposium on Theory of computing
Efficient scheduling of Internet banner advertisements

ACM Transactions on Internet Technology (TOIT)
Data Mining: Concepts and Techniques

Data Mining: Concepts and Techniques
Contextual advertising by combining relevance with click feedback

Proceedings of the 17th international conference on World Wide Web
Keyword extraction for contextual advertisement

Proceedings of the 17th international conference on World Wide Web
Topical query decomposition

Proceedings of the 14th ACM SIGKDD international conference on Knowledge discovery and data mining
Adaptive bidding for display advertising

Proceedings of the 18th international conference on World wide web
Online allocation of display advertisements subject to advanced sales contracts

Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising
On the selection of tags for tag clouds

Proceedings of the fourth ACM international conference on Web search and data mining
Coverage patterns for efficient banner advertisement placement

Proceedings of the 20th international conference companion on World wide web

Towards efficient discovery of coverage patterns in transactional databases

Proceedings of the 25th International Conference on Scientific and Statistical Database Management

Quantified Score

Hi-index	0.00

Visualization

Abstract

We propose a model of coverage patterns and a methodology to extract coverage patterns from transactional databases. We have discussed how the coverage patterns are useful by considering the problem of banner advertisements placement in e-commerce web sites. Normally, advertiser expects that the banner advertisement should be displayed to a certain percentage of web site visitors. On the other hand, to generate more revenue for a given web site, the publisher has to meet the coverage demands of several advertisers by providing appropriate sets of web pages. Given web pages of a web site, a coverage pattern is a set of pages visited by a certain percentage of visitors. The coverage patterns discovered from click-stream data could help the publisher in meeting the demands of several advertisers. The efficiency and advantages of the proposed approach is shown by conducting experiments on real world click-stream data sets.