Semantic advertising for Web 3.0

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

doi:10.1007/978-3-642-14956-6_9

Semantic advertising for Web 3.0

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

Computing Science

Research output: Chapter in Book/Report/Conference proceeding › Published conference contribution

5 Citations (Scopus)

Abstract

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 language	English
Title of host publication	Future internet - FIS 2009
Subtitle of host publication	Second Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009
Publisher	Springer Berlin / Heidelberg
Pages	96-105
Number of pages	10
Volume	6152
ISBN (Electronic)	978-3-642-14956-6
ISBN (Print)	978-3-642-14955-9
DOIs	https://doi.org/10.1007/978-3-642-14956-6_9
Publication status	Published - 10 Aug 2010
Event	2nd Future Internet Symposium (FIS 2009) - , United Kingdom Duration: 1 Sept 2009 → 3 Sept 2009

Publication series

Name	Lecture notes in computer science
Publisher	Springer Berlin Heidelberg
Volume	6152
ISSN (Print)	0302-9743

Conference

Conference	2nd Future Internet Symposium (FIS 2009)
Country/Territory	United Kingdom
Period	1/09/09 → 3/09/09

Access to Document

10.1007/978-3-642-14956-6_9

Cite this

Thomas, E., Pan, J. Z., Taylor, S., Ren, Y., Jekjantuk, N., & Zhao, Y. (2010). Semantic advertising for Web 3.0. In Future internet - FIS 2009: Second Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009 (Vol. 6152, pp. 96-105). (Lecture notes in computer science; Vol. 6152). Springer Berlin / Heidelberg. https://doi.org/10.1007/978-3-642-14956-6_9

Semantic advertising for Web 3.0. / Thomas, Edward; Pan, Jeff Z; Taylor, Stuart et al.
Future internet - FIS 2009: Second Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009. Vol. 6152 Springer Berlin / Heidelberg, 2010. p. 96-105 (Lecture notes in computer science; Vol. 6152).

Research output: Chapter in Book/Report/Conference proceeding › Published conference contribution

Thomas, E, Pan, JZ, Taylor, S, Ren, Y, Jekjantuk, N & Zhao, Y 2010, Semantic advertising for Web 3.0. in Future internet - FIS 2009: Second Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009. vol. 6152, Lecture notes in computer science, vol. 6152, Springer Berlin / Heidelberg, pp. 96-105, 2nd Future Internet Symposium (FIS 2009), United Kingdom, 1/09/09. https://doi.org/10.1007/978-3-642-14956-6_9

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title = "Semantic advertising for Web 3.0",

abstract = "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.",

author = "Edward Thomas and Pan, {Jeff Z} and Stuart Taylor and Yuan Ren and Nophadol Jekjantuk and Yuting Zhao",

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N2 - 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.

AB - 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.

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Semantic advertising for Web 3.0

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