An annotation approach to contextual advertising for online ADS

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题名:	An annotation approach to contextual advertising for online ADS
作者:	陳彥良;Chen, Yen-Liang;Chen, Zong-Cheng;Chiu, Yu-Ting;Chang, Chia-Ling
贡献者:	管理學院資訊管理學系
关键词:	Advertisements;Advertising;Advertising revenue;Context;Contextualism;Electronic commerce;Experimental methods;Experiments;Internet;Keywords;Media;Methods;Multimedia;Online advertising;Search engines;Studies;Telecommunications;Vector space;Websites
日期:	2015-01-01
上传时间:	2026-04-23 13:18:54 (UTC+8)
出版者:	California State University Press;Long Beach: Journal of Electronic Commerce Research
摘要:	摘要： In recent years, contextual advertising has been widely applied to text-based web advertising. Because contextual advertising relies on text to determine the advertising context, it cannot be applied to multimedia advertisements that have no text. Therefore, this paper proposes an annotation-based contextual advertising method for matching multimedia advertisements and web pages. In the proposed method, a term vector represents a web page and an advertisement is represented by a small set of keyword tags that are either annotated by experts or extracted automatically from the text of the advertisement. This study then developed a matching mechanism for computing the similarity between a web vector and the advertisement tags. Experiments and evaluations were performed for demonstrating the performance of the proposed method. The results showed that the proposed method demonstrated a more favorable performance than traditional advertising methods. 出版者： Long Beach: Journal of Electronic Commerce Research 出版日期： 2015 出處： Journal of electronic commerce research, 2015, Vol.16 (2), p.123-137 資源來源： ABI/INFORM Collection 版權： Copyright Journal of Electronic Commerce Research 2015 識別號： ISSN: 1938-9027 識別號： ISSN: 1526-6133 識別號： EISSN: 1526-6133
显示于类别:	[資訊管理學系] 期刊論文

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