Blogger-centric contextual advertising

Teng Kai Fan, Chia Hui Chang

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Scopus citations

Abstract

This paper addresses the concept of Blogger-Centric Contextual Advertising, which refers to the assignment of personal ads to any blog page, chosen in according to bloggers' interests. As blogs become a platform for expressing personal opinions, they naturally contain various kinds of statements, including facts, comments and statements about personal interests, of both a positive and negative nature. To extend the concept behind the Long Tail theory in contextual advertising, we argue that web bloggers, as the constant visitors of their own blog sites, could be potential consumers who will respond to ads on their own blogs. Hence, in this paper, we propose using text mining techniques to discover bloggers' immediate personal interests in order to improve online contextual advertising. The proposed BCCA (Blogger-Centric Contextual Advertising) framework aims to combine contextual advertising matching with text mining in order to select ads that are related to personal interests as revealed in a blog and rank them according to their relevance. We validate our approach experimentally using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method could effectively identify those ads that are positively-correlated with a blogger's personal interests.

Original languageEnglish
Title of host publicationACM 18th International Conference on Information and Knowledge Management, CIKM 2009
Pages1803-1806
Number of pages4
DOIs
StatePublished - 2009
EventACM 18th International Conference on Information and Knowledge Management, CIKM 2009 - Hong Kong, China
Duration: 2 Nov 20096 Nov 2009

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings

Conference

ConferenceACM 18th International Conference on Information and Knowledge Management, CIKM 2009
Country/TerritoryChina
CityHong Kong
Period2/11/096/11/09

Keywords

  • Blog
  • Intention recognition
  • Machine learning
  • Marketing
  • Sentiment detection
  • Web advertising

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