A Wikipedia matching approach to contextual advertising

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A Wikipedia matching approach to contextual advertising
Authors: Alexander N. Pak, Chin-Wan Chung [edit item]
Citation: World Wide Web 13 (3): 251-274. 2010.
Publication type: Journal article
Peer-reviewed: Yes
Database(s):
DOI: 10.1007/s11280-010-0084-2.
Google Scholar cites: Citations
Link(s): Paper link
Added by Wikilit team: Added on initial load
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A Wikipedia matching approach to contextual advertising is a publication by Alexander N. Pak, Chin-Wan Chung.


[edit] Abstract

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.

[edit] Research questions

"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."

Research details

Topics: Other information retrieval topics [edit item]
Domains: Computer science [edit item]
Theory type: Design and action [edit item]
Wikipedia coverage: Sample data [edit item]
Theories: "Undetermined" [edit item]
Research design: Experiment [edit item]
Data source: Experiment responses, Wikipedia pages [edit item]
Collected data time dimension: Cross-sectional [edit item]
Unit of analysis: Article [edit item]
Wikipedia data extraction: Live Wikipedia [edit item]
Wikipedia page type: Article [edit item]
Wikipedia language: Not specified [edit item]

[edit] Conclusion

"Experimental evaluations show that our proposed Wikipedia matching improves the precision of selected ads by traditional keyword matching and semantic-syntactic matching strategies. A statistical t-test was used to confirm that our proposed method performs better than previous solutions.We have also confirmed the positive effect of using Wikipedia matching by applying TREC standard measure bpref-10."

[edit] Comments


Further notes[edit]