TY - GEN
T1 - Novel web page classification techniques in contextual advertising
AU - Lee, Jung Jin
AU - Lee, Jung Hyun
AU - Ha, Jongwoo
AU - Lee, Sang-Geun
PY - 2009
Y1 - 2009
N2 - 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.
AB - 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.
KW - Category tag
KW - Comparative distance score
KW - Concept hierarchy
KW - Web page classification
UR - http://www.scopus.com/inward/record.url?scp=74049086699&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=74049086699&partnerID=8YFLogxK
U2 - 10.1145/1651587.1651598
DO - 10.1145/1651587.1651598
M3 - Conference contribution
AN - SCOPUS:74049086699
SN - 9781605588087
T3 - International Conference on Information and Knowledge Management, Proceedings
SP - 39
EP - 46
BT - ACM 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
T2 - ACM 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
Y2 - 2 November 2009 through 6 November 2009
ER -