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A Wikipedia Matching Approach to Contextual Advertising
Abstract Abstract  Contextual advertising is an impAbstract  Contextual advertising is an important part of today’s Web. It provides benefits to all parties: Web site owners and an advertising platform share the revenue, advertisers receive new customers, and Web site visitors get useful reference links. The relevance of selected ads for a Web page is essential for the whole system to work. Problems such as homonymy and polysemy, low intersection of keywords and context mismatch can lead to the selection of irrelevant ads. Therefore, a simple keyword matching technique gives a poor accuracy. In this paper, we propose a method for improving the relevance of contextual ads. We propose a novel “Wikipedia matching” technique that uses Wikipedia articles as “reference points” for ads selection. We show how to combine our new method with existing solutions in order to increase the overall performance. An experimental evaluation based on a set of real ads and a set of pages from news Web sites is conducted. Test results show that our proposed method performs better than existing matching strategies and using the Wikipedia matching in combination with existing approaches provides up to 50% lift in the average precision. TREC standard measure bpref-10 also confirms the positive effect of using Wikipedia matching for the effective ads selection. matching for the effective ads selection.
Abstractsub Abstract  Contextual advertising is an impAbstract  Contextual advertising is an important part of today’s Web. It provides benefits to all parties: Web site owners and an advertising platform share the revenue, advertisers receive new customers, and Web site visitors get useful reference links. The relevance of selected ads for a Web page is essential for the whole system to work. Problems such as homonymy and polysemy, low intersection of keywords and context mismatch can lead to the selection of irrelevant ads. Therefore, a simple keyword matching technique gives a poor accuracy. In this paper, we propose a method for improving the relevance of contextual ads. We propose a novel “Wikipedia matching” technique that uses Wikipedia articles as “reference points” for ads selection. We show how to combine our new method with existing solutions in order to increase the overall performance. An experimental evaluation based on a set of real ads and a set of pages from news Web sites is conducted. Test results show that our proposed method performs better than existing matching strategies and using the Wikipedia matching in combination with existing approaches provides up to 50% lift in the average precision. TREC standard measure bpref-10 also confirms the positive effect of using Wikipedia matching for the effective ads selection. matching for the effective ads selection.
Bibtextype misc  +
Citeulike 6787786  +
Doi 10.1007/s11280-010-0084-2  +
Has author Alexander Pak + , Chin-Wan Chung +
Has remote mirror http://islab.kaist.ac.kr/chungcw/wiki.pdf  +
Issn 1386-145X  +
Language English +
Number of citations by publication 0  +
Number of references by publication 0  +
Published in World Wide Web +
Title A Wikipedia Matching Approach to Contextual Advertising +
Type unknown  +
Year 2010 +
Creation dateThis property is a special property in this wiki. 29 January 2012 12:54:58  +
Categories Publications without keywords parameter  + , Publications without license parameter  + , Publications without archive mirror parameter  + , Publications without paywall mirror parameter  + , Publications without references parameter  + , Publications  +
Modification dateThis property is a special property in this wiki. 6 February 2012 20:48:20  +
DateThis property is a special property in this wiki. 2010  +
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