Academic journal article Journal of Electronic Commerce Research

An Annotation Approach to Contextual Advertising for Online Ads

Academic journal article Journal of Electronic Commerce Research

An Annotation Approach to Contextual Advertising for Online Ads

Article excerpt


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.

Keywords: Contextual advertising; Tag; Recommendation; Online advertisements; Annotation

(ProQuest: ... denotes formulae omitted.)

1. Introduction

Web advertising has recently become one of the most commonly used marketing channels. Mu and Galletta reported that web advertising is one of the top three advertising mediums worldwide [2007]. Contextual advertising [Anagnostopoulous et al. 2007; Broder et al., 2007; Ciaramita et al., 2008] is one of the major approaches to textbased web advertising; contextual advertising is a form of targeted advertising in which the content of an advertisement is directly correlated to the content of the web page a user is viewing. An example includes a user visiting a website concerning traveling in Asia and then seeing an advertisement pop-up offering a special price on a flight to Taiwan. Contextual advertising is also called "In-Text" advertising or "In-Context" technology. The essence of this technique is to place an advertisement on a website on the basis of content similarity between advertisements and web pages. The success of contextual advertising depends on the ability of a system to determine which advertisements are most relevant to the content of a web page.

In the past, two main methods have been used for matching advertisements and web pages, and these are the vector space model and keyword-based model. In the vector space model, the advertisements and pages are represented as term vectors in a vector space, and the matching process is typically based on the similarity or correlation between an advertisement vector and a page vector. In the keyword-based model, the advertisements and pages are represented as a set of phrases or keywords, and the matching process is typically based on crossover between an advertisement keyword set and a page keyword set.

Multimedia advertisements have become increasingly popular because advertisers prefer vivid multimedia content with no text-such as a video, animation, image, or sound-rather than advertisements with long text, which do not draw the attention of users. Traditional approaches to contextual advertising have the following drawbacks when addressing multimedia advertisements.

(1) Although the vector space model is suitable for representing web pages, it is not ideal for advertisements; this phenomenon is due to multimedia advertisements having no text. The context of an advertisement cannot be determined without text.

(2) The keyword-based model cannot represent web pages efficiently because only a few keywords are selected to represent the page, rather than a full vector. The potential information contained in a web page is not fully used, thus resulting in a decreased performance.

A research question arising immediately is whether a new model that is suitable for contextual advertising with multimedia advertisements can be developed. Therefore, this study combined the strengths of both the vector space and keyword-based models to develop a new model for multimedia advertisements; in other words, we represented web pages and advertisements by using the vector space and keyword-based models, respectively. …

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