PAT-tree-based keyword extraction for Chinese information retrieval
Proceedings of the 20th annual international ACM SIGIR conference on Research and development in information retrieval
A vector space model for automatic indexing
Communications of the ACM
Information Retrieval
Introduction to Modern Information Retrieval
Introduction to Modern Information Retrieval
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
HHMM-based Chinese lexical analyzer ICTCLAS
SIGHAN '03 Proceedings of the second SIGHAN workshop on Chinese language processing - Volume 17
Finding advertising keywords on web pages
Proceedings of the 15th international conference on World Wide Web
AdROSA-Adaptive personalization of web advertising
Information Sciences: an International Journal
Combining statistical data analysis techniques to extract topical keyword classes from corpora
Intelligent Data Analysis
A semantic approach to contextual advertising
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Just-in-time contextual advertising
Proceedings of the sixteenth ACM conference on Conference on information and knowledge management
An empirical analysis of sponsored search performance in search engine advertising
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
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
An ontology-based approach to learnable focused crawling
Information Sciences: an International Journal
Contextual in-image advertising
MM '08 Proceedings of the 16th ACM international conference on Multimedia
Exploiting noun phrases and semantic relationships for text document clustering
Information Sciences: an International Journal
Sentiment-Oriented Contextual Advertising
ECIR '09 Proceedings of the 31th European Conference on IR Research on Advances in Information Retrieval
Learning and inferencing in user ontology for personalized Semantic Web search
Information Sciences: an International Journal
Predicting bounce rates in sponsored search advertisements
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Optimizing search engine revenue in sponsored search
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
A Markov chain model for integrating behavioral targeting into contextual advertising
Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising
GOClonto: An ontological clustering approach for conceptualizing PubMed abstracts
Journal of Biomedical Informatics
Towards an automatic fuzzy ontology generation
FUZZ-IEEE'09 Proceedings of the 18th international conference on Fuzzy Systems
Improving ad relevance in sponsored search
Proceedings of the third ACM international conference on Web search and data mining
Structural and semantic aspects of similarity of Document Type Definitions and XML schemas
Information Sciences: an International Journal
Contextual advertising using keyword extraction through collocation
Proceedings of the 7th International Conference on Frontiers of Information Technology
Information Sciences: an International Journal
Semantic Web Technologies for supporting learning assessment
Information Sciences: an International Journal
Semantic relevance ranking for XML keyword search
Information Sciences: an International Journal
An adaptive approach to chinese semantic advertising
ICONIP'11 Proceedings of the 18th international conference on Neural Information Processing - Volume Part II
Extensible access control markup language integrated with Semantic Web technologies
Information Sciences: an International Journal
Balanced allocation mechanism: An optimal mechanism for multiple keywords sponsored search auctions
Information Sciences: an International Journal
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In the web advertising domain, contextual advertising and sponsored search are two of the main advertising channels used to display related advertisements on web pages. A major challenge for contextual advertising is to match advertisements and web pages based on their semantics. When a web page and its semantically related advertisements contain many different words, the performance of the traditional methods can be very poor. In particular, there are few studies presented for Chinese contextual advertising that are based on semantics. To address these issues, we propose an ontology-based approach to Chinese semantic advertising. We utilize an ontology called the Taobao Ontology and populate it by automatically adding related phrases as instances. The ontology is used to match web pages and advertisements on a conceptual level. Based on the Taobao Ontology, the proposed method exploits seven distance functions to measure the similarities between concepts and web pages or advertisements. Then, the similarities between web pages and advertisements are calculated by considering the ontology-based similarities as well as term-based similarities. The empirical experiments indicate that our method is able to match Chinese web pages and advertisements with a relatively high accuracy. Among the seven distance functions, Cosine distance and Tanimoto distance show the best performance in terms of precision, recall, and F-measure. In addition, our method outperforms two contextual advertising methods, i.e., the impedance coupling method and the SVM-based method.