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Authors: Giuliano Armano 1 ; Alessandro Giuliani 1 and Eloisa Vargiu 2

Affiliations: 1 University of Cagliari, Italy ; 2 University of Cagliari and Barcelona Digital Technological Center, Italy

Keyword(s): Collaborative Filtering, Contextual Advertising, Related Links.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Collaborative Filtering ; Context Discovery ; Information Extraction ; Knowledge Discovery and Information Retrieval ; Knowledge-Based Systems ; Symbolic Systems

Abstract: Classical contextual advertising systems suggest suitable ads to a given webpage just analyzing its content, without relying on further information. We claim that adding some information extracted by semantically related pages can improve the overall performances. To this end, this paper proposes an experimental study aimed at verifying to which extent the analysis of related links, i.e., inlinks and outlinks, can help contextual advertising. Experiments have been performed on about 15000 webpages extracted by DMoz. Results show that the adoption of related links significantly improves the performance of the adopted baseline system.

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Paper citation in several formats:
Armano, G.; Giuliani, A. and Vargiu, E. (2012). Are Related Links Effective for Contextual Advertising? - A Preliminary Study. In Proceedings of the International Conference on Knowledge Discovery and Information Retrieval (IC3K 2012) - KDIR; ISBN 978-989-8565-29-7; ISSN 2184-3228, SciTePress, pages 221-226. DOI: 10.5220/0004135802210226

@conference{kdir12,
author={Giuliano Armano. and Alessandro Giuliani. and Eloisa Vargiu.},
title={Are Related Links Effective for Contextual Advertising? - A Preliminary Study},
booktitle={Proceedings of the International Conference on Knowledge Discovery and Information Retrieval (IC3K 2012) - KDIR},
year={2012},
pages={221-226},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004135802210226},
isbn={978-989-8565-29-7},
issn={2184-3228},
}

TY - CONF

JO - Proceedings of the International Conference on Knowledge Discovery and Information Retrieval (IC3K 2012) - KDIR
TI - Are Related Links Effective for Contextual Advertising? - A Preliminary Study
SN - 978-989-8565-29-7
IS - 2184-3228
AU - Armano, G.
AU - Giuliani, A.
AU - Vargiu, E.
PY - 2012
SP - 221
EP - 226
DO - 10.5220/0004135802210226
PB - SciTePress

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