The anatomy of a large-scale hypertextual Web search engine
WWW7 Proceedings of the seventh international conference on World Wide Web 7
An Evaluation of Statistical Approaches to Text Categorization
Information Retrieval
A vector space model for automatic indexing
Communications of the ACM
Proceedings of the 11th international conference on World Wide Web
Improving Text Classification by Shrinkage in a Hierarchy of Classes
ICML '98 Proceedings of the Fifteenth International Conference on Machine Learning
Centroid-Based Document Classification: Analysis and Experimental Results
PKDD '00 Proceedings of the 4th European Conference on Principles of Data Mining and Knowledge Discovery
Optimizing search engines using clickthrough data
Proceedings of the eighth ACM SIGKDD international conference on Knowledge discovery and data mining
Scaling personalized web search
WWW '03 Proceedings of the 12th international conference on World Wide Web
Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
ConceptNet — A Practical Commonsense Reasoning Tool-Kit
BT Technology Journal
Using ODP metadata to personalize search
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Support vector machines classification with a very large-scale taxonomy
ACM SIGKDD Explorations Newsletter - Natural language processing and text mining
Finding advertising keywords on web pages
Proceedings of the 15th international conference on World Wide Web
ACM Transactions on Information Systems (TOIS)
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
Robust classification of rare queries using web knowledge
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Random walks on the click graph
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
A semantic approach to contextual advertising
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Just-in-time contextual advertising
Proceedings of the sixteenth ACM conference on Conference on information and knowledge management
Advertising keyword suggestion based on concept hierarchy
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
A noisy-channel approach to contextual advertising
Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
Sensitive webpage classification for content advertising
Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
Contextual advertising by combining relevance with click feedback
Proceedings of the 17th international conference on World Wide Web
Deep classification in large-scale text hierarchies
Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval
Introduction to Information Retrieval
Introduction to Information Retrieval
To swing or not to swing: learning when (not) to advertise
Proceedings of the 17th ACM conference on Information and knowledge management
Nearest-neighbor caching for content-match applications
Proceedings of the 18th international conference on World wide web
Refined experts: improving classification in large taxonomies
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
Feature generation for text categorization using world knowledge
IJCAI'05 Proceedings of the 19th international joint conference on Artificial intelligence
Novel web page classification techniques in contextual advertising
Proceedings of the eleventh international workshop on Web information and data management
Classification-enhanced ranking
Proceedings of the 19th international conference on World wide web
EUI: an embedded engine for understanding user intents from mobile devices
CIKM '10 Proceedings of the 19th ACM international conference on Information and knowledge management
A survey of hierarchical classification across different application domains
Data Mining and Knowledge Discovery
Contextual Video Recommendation by Multimodal Relevance and User Feedback
ACM Transactions on Information Systems (TOIS)
Studying the Impact of Text Summarization on Contextual Advertising
DEXA '11 Proceedings of the 2011 22nd International Workshop on Database and Expert Systems Applications
Hi-index | 0.00 |
Contextual advertising seeks to place relevant textual ads within the content of generic webpages. In this article, we explore a novel semantic approach to contextual advertising. This consists of three tasks: (1) building a well-organized hierarchical taxonomy of topics, (2) developing a robust classifier for effectively finding the topics of pages and ads, and (3) ranking ads based on the topical relevance to pages. First, we heuristically build our own taxonomy of topics from the Open Directory Project (ODP). Second, we investigate how to increase classification accuracy by taking the unique characteristics of the ODP into account. Last, we measure the topical relevance of ads by applying a link analysis technique to the similarity graph carefully derived from our taxonomy. Experiments show that our classification method improves the performance of Ma-F1 by as much as 25.7% over the baseline classifier. In addition, our ranking method enhances the relevance of ads substantially, up to 10% in terms of precision at k, compared to a representative strategy.