A semantic approach to contextual advertising
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
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The microblogging platforms are increasingly becoming a lucrative prospect for advertisers to attract the customers. The challenge with advertising on such platforms is that there is very little content to retrieve relevant ads. As the microblogging content is short and noisy and the ads are short too, there is a high amount of lexical/vocabulary mismatch between the micropost and the ads. To bridge this vocabulary mismatch, we propose a conceptual approach that transforms the content into a conceptual space that represent the latent concepts of the content. We empirically show that the conceptual model performs better than various state-of-the-art techniques the performance gain obtained are substantial and significant.