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A Wikipedia matching approach to contextual advertising
Abstract Contextual advertising is an important parContextual 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.
Added by wikilit team Added on initial load  +
Collected data time dimension Cross-sectional  +
Conclusion Experimental evaluations show that our proExperimental 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.y applying TREC standard measure bpref-10.
Data source Experiment responses  + , Wikipedia pages  +
Doi 10.1007/s11280-010-0084-2 +
Google scholar url http://scholar.google.com/scholar?ie=UTF-8&q=%22A%2BWikipedia%2Bmatching%2Bapproach%2Bto%2Bcontextual%2Badvertising%22  +
Has author Alexander N. Pak + , Chin-Wan Chung +
Has domain Computer science +
Has topic Other information retrieval topics +
Issue 3  +
Pages 251-274  +
Peer reviewed Yes  +
Publication type Journal article  +
Published in World Wide Web +
Research design Experiment  +
Research questions In this paper, we propose a method for impIn 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.order to increase the overall performance.
Revid 10,627  +
Theories Undetermined
Theory type Design and action  +
Title A Wikipedia matching approach to contextual advertising
Unit of analysis Article  +
Url http://dx.doi.org/10.1007/s11280-010-0084-2  +
Volume 13  +
Wikipedia coverage Sample data  +
Wikipedia data extraction Live Wikipedia  +
Wikipedia language Not specified  +
Wikipedia page type Article  +
Year 2010  +
Creation dateThis property is a special property in this wiki. 15 March 2012 18:41:20  +
Categories Other information retrieval topics  + , Computer science  + , Publications with missing comments  + , Publications  +
Modification dateThis property is a special property in this wiki. 30 January 2014 20:19:27  +
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