Blogger-centric contextual advertising

Teng Kai Fan, Chia Hui Chang

研究成果: 書貢獻/報告類型會議論文篇章同行評審

3 引文 斯高帕斯(Scopus)

摘要

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.

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主出版物標題ACM 18th International Conference on Information and Knowledge Management, CIKM 2009
頁面1803-1806
頁數4
DOIs
出版狀態已出版 - 2009
事件ACM 18th International Conference on Information and Knowledge Management, CIKM 2009 - Hong Kong, China
持續時間: 2 11月 20096 11月 2009

出版系列

名字International Conference on Information and Knowledge Management, Proceedings

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???event.eventtypes.event.conference???ACM 18th International Conference on Information and Knowledge Management, CIKM 2009
國家/地區China
城市Hong Kong
期間2/11/096/11/09

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