Novel web page classification techniques in contextual advertising

Jung Jin Lee, Jung Hyun Lee, Jongwoo Ha, Sang-Geun Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

5 Citations (Scopus)

Abstract

Contextual advertising seeks to place relevant ads to generic web pages based on their contents. Recently, it has been observed that classifying web pages into a well-organized taxonomy of topics is promising for matching topically relevant ads to web pages. Following the observation, in this paper we propose two methods to increase classification accuracy for web pages in the context of contextual advertising. Our strategy is to enhance the baseline classifier by reflecting unique features of web pages and the taxonomy. In particular, category tags extracted from web pages are utilized to augment term weights, and the hierarchical structure of the taxonomy is taken into account to categorize web pages with high confidence. We conduct a series of experiments to evaluate the proposed methods, and the results show that classification accuracy is increased up to 11% compared to the baseline classifier.

Original languageEnglish
Title of host publicationACM CIKM 2009 Workshop on Web Information and Data Management, WIDM 2009, Co-located with the 18th ACM International Conference on Information and Knowledge Management, CIKM 2009
Pages39-46
Number of pages8
DOIs
Publication statusPublished - 2009
EventACM CIKM 2009 Workshop on Web Information and Data Management, WIDM 2009, Co-located with the 18th ACM International Conference on Information and Knowledge Management, CIKM 2009 - Hong Kong, China
Duration: 2009 Nov 22009 Nov 6

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings

Other

OtherACM CIKM 2009 Workshop on Web Information and Data Management, WIDM 2009, Co-located with the 18th ACM International Conference on Information and Knowledge Management, CIKM 2009
CountryChina
CityHong Kong
Period09/11/209/11/6

Keywords

  • Category tag
  • Comparative distance score
  • Concept hierarchy
  • Web page classification

ASJC Scopus subject areas

  • Decision Sciences(all)
  • Business, Management and Accounting(all)

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