Are Related Links Effective for Contextual Advertising? - A Preliminary Study

Giuliano Armano, Alessandro Giuliani, Eloisa Vargiu

2012

Abstract

Classical contextual advertising systems suggest suitable ads to a given webpage just analyzing its content, without relying on further information. We claim that adding some information extracted by semantically related pages can improve the overall performances. To this end, this paper proposes an experimental study aimed at verifying to which extent the analysis of related links, i.e., inlinks and outlinks, can help contextual advertising. Experiments have been performed on about 15000 webpages extracted by DMoz. Results show that the adoption of related links significantly improves the performance of the adopted baseline system.

Paper Citation

in Harvard Style

Armano G., Giuliani A. and Vargiu E. (2012). Are Related Links Effective for Contextual Advertising? - A Preliminary Study . In Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2012) ISBN 978-989-8565-29-7, pages 221-226. DOI: 10.5220/0004135802210226

in Bibtex Style

@conference{kdir12,
author={Giuliano Armano and Alessandro Giuliani and Eloisa Vargiu},
title={Are Related Links Effective for Contextual Advertising? - A Preliminary Study},
booktitle={Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2012)},
year={2012},
pages={221-226},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004135802210226},
isbn={978-989-8565-29-7},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Knowledge Discovery and Information Retrieval - Volume 1: KDIR, (IC3K 2012)
TI - Are Related Links Effective for Contextual Advertising? - A Preliminary Study
SN - 978-989-8565-29-7
AU - Armano G.
AU - Giuliani A.
AU - Vargiu E.
PY - 2012
SP - 221
EP - 226
DO - 10.5220/0004135802210226