NDLI: Leveraging Wikipedia concept and category information to enhance contextual advertising

Content Provider	ACM Digital Library
Author	Xu, Guandong Zhang, Yanchun Hu, Zhiwen Lu, Jianfeng Wu, Zongda Pan, Rong
Abstract	As a prevalent type of Web advertising, contextual advertising refers to the placement of the most relevant ads into a Web page, so as to increase the number of ad-clicks. However, some problems of homonymy and polysemy, low intersection of keywords etc., can lead to the selection of irrelevant ads for a page. In this paper, we present a new contextual advertising approach to overcome the problems, which uses Wikipedia concept and category information to enrich the content representation of an ad (or a page). First, we map each ad and page into a keyword vector, a concept vector and a category vector. Next, we select the relevant ads for a given page based on a similarity metric that combines the above three feature vectors together. Last, we evaluate our approach by using real ads, pages, as well as a great number of concepts and categories of Wikipedia. Experimental results show that our approach can improve the precision of ads-selection effectively.
Starting Page	2105
Ending Page	2108
Page Count	4
File Format	PDF
ISBN	9781450307178
DOI	10.1145/2063576.2063901
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2011-10-24
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Similarity measure Contextual advertising Wikipedia
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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Leveraging Wikipedia concept and category information to enhance contextual advertising