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 proceedingConference contribution

4 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 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
Pages96-105
Number of pages10
Volume6152
ISBN (Electronic)978-3-642-14956-6
ISBN (Print)978-3-642-14955-9
DOIs
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
Volume6152
ISSN (Print)0302-9743

Conference

Conference2nd Future Internet Symposium (FIS 2009)
CountryUnited Kingdom
Period1/09/093/09/09

Fingerprint

World Wide Web
Marketing
Semantics
Information retrieval
Ontology
Websites

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; Ren, Yuan; Jekjantuk, Nophadol; Zhao, Yuting.

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 proceedingConference 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
Thomas E, Pan JZ, Taylor S, Ren Y, Jekjantuk N, Zhao Y. 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. Springer Berlin / Heidelberg. 2010. p. 96-105. (Lecture notes in computer science). https://doi.org/10.1007/978-3-642-14956-6_9
Thomas, Edward ; Pan, Jeff Z ; Taylor, Stuart ; Ren, Yuan ; Jekjantuk, Nophadol ; Zhao, Yuting. / Semantic advertising for Web 3.0. Future internet - FIS 2009: Second Future Internet Symposium, FIS 2009, Berlin, Germany, September 1-3, 2009. Vol. 6152 Springer Berlin / Heidelberg, 2010. pp. 96-105 (Lecture notes in computer science).
@inproceedings{250204e0a6b8479cb0810f918183c612,
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",
year = "2010",
month = "8",
day = "10",
doi = "10.1007/978-3-642-14956-6_9",
language = "English",
isbn = "978-3-642-14955-9",
volume = "6152",
series = "Lecture notes in computer science",
publisher = "Springer Berlin / Heidelberg",
pages = "96--105",
booktitle = "Future internet - FIS 2009",

}

TY - GEN

T1 - Semantic advertising for Web 3.0

AU - Thomas, Edward

AU - Pan, Jeff Z

AU - Taylor, Stuart

AU - Ren, Yuan

AU - Jekjantuk, Nophadol

AU - Zhao, Yuting

PY - 2010/8/10

Y1 - 2010/8/10

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.

U2 - 10.1007/978-3-642-14956-6_9

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

M3 - Conference contribution

SN - 978-3-642-14955-9

VL - 6152

T3 - Lecture notes in computer science

SP - 96

EP - 105

BT - Future internet - FIS 2009

PB - Springer Berlin / Heidelberg

ER -