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Semantic Advertising for Web 3.0

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Future Internet - FIS 2009 (FIS 2009)

Part of the book series: Lecture Notes in Computer Science ((LNCCN,volume 6152))

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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.

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References

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Authors and Affiliations

  1. Department of Computer Science, University of Aberdeen, Aberdeen, Scotland

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

Authors
  1. Edward Thomas
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  2. Jeff Z. Pan
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  3. Stuart Taylor
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  4. Yuan Ren
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  5. Nophadol Jekjantuk
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  6. Yuting Zhao
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Editor information

Editors and Affiliations

  1. Fraunhofer Institute FOKUS NET, Berlin, Germany

    Tanja Zseby

  2. VTT Technical Research Centre of Finland, P.O. Box 1100, FIN-90571, Oulu,  

    Reijo Savola

  3. Fondazione Bruno Kessler - IRST Center for Information Technology, Via Sommarive 18, Povo, 38123, Trento, Italy

    Marco Pistore

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Thomas, E., Pan, J.Z., Taylor, S., Ren, Y., Jekjantuk, N., Zhao, Y. (2010). Semantic Advertising for Web 3.0. In: Zseby, T., Savola, R., Pistore, M. (eds) Future Internet - FIS 2009. FIS 2009. Lecture Notes in Computer Science, vol 6152. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-14956-6_9

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  • DOI: https://doi.org/10.1007/978-3-642-14956-6_9

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-14955-9

  • Online ISBN: 978-3-642-14956-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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