NDLI: Web mining based OALF model for context-aware mobile advertising system

Content Provider	IEEE Xplore Digital Library
Author	Yuchul Jung Sungkooc Lim Jeong-Hwan Kim Sangki Kim
Copyright Year	2009
Description	Author affiliation: Convergent Service Platform Research Department, ETRI, Korea (Yuchul Jung; Sungkooc Lim; Jeong-Hwan Kim; Sangki Kim)
Abstract	Much of the human activity defines information context and it can be effectively used for a matching process of context-aware mobile advertising systems. Although prior context-aware mobile advertising systems employed personalized and context sensitive approaches, they have mostly used simply aggregated user-side context information from sensors and have relied on previously prepared inference rules when performing match-making. There exist limitations in identifying more diverse variations that can happen in the real world due to the lack of considerations on daily human lives. As a novel solution, in this paper, we address a Natural Language Processing (NLP) combined web mining approach. Especially, we propose an Object-Activity-Location-Feedback (OALF) model which describes what objects are used for a specific activity in a specific location. Most of all, time-variant feedback valences were employed to estimate users' responses to the advertisement triggering entities (objects, activities, locations, and their combinations) in terms of long-term and short-term basis. The model can be realized with a set of web mining procedures including web crawling, data refinement, and sentiment analysis. In addition, we describe how the OALF model can be applied into context-aware mobile advertising and discuss its business model design issues.
Starting Page	211
Ending Page	216
File Size	481754
Page Count	6
File Format	PDF
ISBN	9781424439232
DOI	10.1109/INMW.2009.5195962
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2009-06-01
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Web mining Context modeling Advertising Context-aware services Feedback Humans Web pages Natural language processing Electronic mail Prototypes and Architecture Web Mining Object Activity Location Mobile Context-Aware Advertising System
Content Type	Text
Resource Type	Article

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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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