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 ABSTRACT
Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial ad-network entity in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between the publisher and the ad-network) and improving the user experience. With these goals in mind it is preferable to have ads relevant to the page content, rather than generic ads. The SS market developed quicker than the CM market, and most textual ads are still characterized by "bid phrases" representing those queries where the advertisers would like to have their ad displayed. Hence, the first technologies for CM have relied on previous solutions for SS, by simply extracting one or more phrases from the given page content, and displaying ads corresponding to searches on these phrases, in a purely syntactic approach. However, due to the vagaries of phrase extraction, and the lack of context, this approach leads to many irrelevant ads. To overcome this problem, we propose a system for contextual ad matching based on a combination of semantic and syntactic features.
REFERENCES
Note: OCR errors may be found in this Reference List extracted from the full text article. ACM has opted to expose the complete List rather than only correct and linked references.
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CITED BY 24
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Filip Radlinski , Andrei Broder , Peter Ciccolo , Evgeniy Gabrilovich , Vanja Josifovski , Lance Riedel, Optimizing relevance and revenue in ad search: a query substitution approach, Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval, July 20-24, 2008, Singapore, Singapore
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Aris Anagnostopoulos , Andrei Z. Broder , Evgeniy Gabrilovich , Vanja Josifovski , Lance Riedel, Just-in-time contextual advertising, Proceedings of the sixteenth ACM conference on Conference on information and knowledge management, November 06-10, 2007, Lisbon, Portugal
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Andrei Broder , Massimiliano Ciaramita , Marcus Fontoura , Evgeniy Gabrilovich , Vanja Josifovski , Donald Metzler , Vanessa Murdock , Vassilis Plachouras, To swing or not to swing: learning when (not) to advertise, Proceeding of the 17th ACM conference on Information and knowledge management, October 26-30, 2008, Napa Valley, California, USA
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Andrei Broder , Peter Ciccolo , Evgeniy Gabrilovich , Vanja Josifovski , Donald Metzler , Lance Riedel , Jeffrey Yuan, Online expansion of rare queries for sponsored search, Proceedings of the 18th international conference on World wide web, April 20-24, 2009, Madrid, Spain
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Jun Yan , Ning Liu , Gang Wang , Wen Zhang , Yun Jiang , Zheng Chen, How much can behavioral targeting help online advertising?, Proceedings of the 18th international conference on World wide web, April 20-24, 2009, Madrid, Spain
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Xiaohui Wu , Jun Yan , Ning Liu , Shuicheng Yan , Ying Chen , Zheng Chen, Probabilistic latent semantic user segmentation for behavioral targeted advertising, Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising, p.10-17, June 28-28, 2009, Paris, France
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Haofen Wang , Yan Liang , Linyun Fu , Gui-Rong Xue , Yong Yu, Efficient query expansion for advertisement search, Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval, July 19-23, 2009, Boston, MA, USA
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Ting Li , Ning Liu , Jun Yan , Gang Wang , Fengshan Bai , Zheng Chen, 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, p.1-9, June 28-28, 2009, Paris, France
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Xin-Jing Wang , Mo Yu , Lei Zhang , Rui Cai , Wei-Ying Ma, Argo: intelligent advertising by mining a user's interest from his photo collections, Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising, p.18-26, June 28-28, 2009, Paris, France
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Foster Provost , Brian Dalessandro , Rod Hook , Xiaohan Zhang , Alan Murray, Audience selection for on-line brand advertising: privacy-friendly social network targeting, Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining, June 28-July 01, 2009, Paris, France
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