Semantic advertising for Web 3.0

Edward Thomas, Jeff Z Pan, Stuart Taylor, Yuan Ren, Nophadol Jekjantuk, Yuting Zhao

Research output: Chapter in Book/Report/Conference proceedingPublished conference contribution

5 Citations (Scopus)


Advertising on the World Wide Web is based around automatically matching web pages with appropriate advertisements, in the form of banner ads, interactive adverts, or text links. Traditionally this has been done by manual classification of pages, or more recently using information retrieval techniques to find the most important keywords from the page, and match these to keywords being used by adverts. In this paper, we propose a new model for online advertising, based around lightweight embedded semantics. This will improve the relevancy of adverts on the World Wide Web and help to kick-start the use of RDFa as a mechanism for adding lightweight semantic attributes to the Web. Furthermore, we propose a system architecture for the proposed new model, based on our scalable ontology reasoning infrastructure TrOWL.
Original languageEnglish
Title of host publicationFuture internet - FIS 2009
Subtitle of host publicationSecond Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009
PublisherSpringer Berlin / Heidelberg
Number of pages10
ISBN (Electronic)978-3-642-14956-6
ISBN (Print)978-3-642-14955-9
Publication statusPublished - 10 Aug 2010
Event2nd Future Internet Symposium (FIS 2009) - , United Kingdom
Duration: 1 Sep 20093 Sep 2009

Publication series

NameLecture notes in computer science
PublisherSpringer Berlin Heidelberg
ISSN (Print)0302-9743


Conference2nd Future Internet Symposium (FIS 2009)
Country/TerritoryUnited Kingdom


Dive into the research topics of 'Semantic advertising for Web 3.0'. Together they form a unique fingerprint.

Cite this