Sentiment-Oriented contextual advertising

Fan Teng-Kai, Chang Chia-Hui

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

11 Scopus citations


Web advertising (Online advertising) is a form of promotion that uses the World Wide Web for the expressed purpose of delivering marketing messages to attract customers. This paper addresses the mechanism of Content-Oriented advertising (Contextual advertising), which refers to the assignment of relevant ads within the content of a generic web page, e.g. blogs. As blogs become a platform for expressing personal opinion, they naturally contain various kinds of expressions, including both facts and comments of both a positive and negative nature. In this paper, we propose the utilization of sentiment detection to improve Web-based contextual advertising. The proposed SOCA (Sentiment-Oriented Contextual Advertising) framework aims to combine contextual advertising matching with sentiment analysis to select ads that are related to the positive (and neutral) aspects of a blog and rank them according to their relevance. We experimentally validate our approach using a set of data that includes both real ads and actual blog pages. The results clearly indicate that our proposed method can effectively identify those ads that are positively correlated with the given blog pages.

Original languageEnglish
Title of host publicationAdvances in Information Retrieval - 31th European Conference on IR Research, ECIR 2009, Proceedings
Number of pages14
StatePublished - 2009
Event31th European Conference on Information Retrieval, ECIR 2009 - Toulouse, France
Duration: 6 Apr 20099 Apr 2009

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume5478 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


Conference31th European Conference on Information Retrieval, ECIR 2009


  • Marketing
  • Sentiment Detection
  • Web Advertising


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