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Blogger-centric contextual advertising

Published: 02 November 2009 Publication History

Abstract

This paper addresses the concept of Blogger-Centric Contextual Advertising, which refers to the assignment of personal ads to any blog page, chosen in according to bloggers' interests. As blogs become a platform for expressing personal opinions, they naturally contain various kinds of statements, including facts, comments and statements about personal interests, of both a positive and negative nature. To extend the concept behind the Long Tail theory in contextual advertising, we argue that web bloggers, as the constant visitors of their own blog sites, could be potential consumers who will respond to ads on their own blogs. Hence, in this paper, we propose using text mining techniques to discover bloggers' immediate personal interests in order to improve online contextual advertising. The proposed BCCA (Blogger-Centric Contextual Advertising) framework aims to combine contextual advertising matching with text mining in order to select ads that are related to personal interests as revealed in a blog and rank them according to their relevance. We validate our approach experimentally using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method could effectively identify those ads that are positively-correlated with a blogger's personal interests.

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Cited By

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  • (2023)Artificial Intelligence and MarketingConfronting Security and Privacy Challenges in Digital Marketing10.4018/978-1-6684-8958-1.ch005(95-118)Online publication date: 30-Jun-2023
  • (2021)Bağlamsal Pazarlama: Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir DeğerlendirmeContextual Marketing: A Conceptual Assessment of Its Advantages, Challenges, and Strategiesİzmir Sosyal Bilimler Dergisi10.47899/ijss.202132073:2(175-186)Online publication date: 31-Dec-2021
  • (2017)Contextual advertising for regional language blogs2017 International Conference on Advances in Computing, Communications and Informatics (ICACCI)10.1109/ICACCI.2017.8125918(670-675)Online publication date: Sep-2017

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cover image ACM Conferences
CIKM '09: Proceedings of the 18th ACM conference on Information and knowledge management
November 2009
2162 pages
ISBN:9781605585123
DOI:10.1145/1645953
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Publication History

Published: 02 November 2009

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Author Tags

  1. blog
  2. intention recognition
  3. machine learning
  4. marketing
  5. sentiment detection
  6. web advertising

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Cited By

View all
  • (2023)Artificial Intelligence and MarketingConfronting Security and Privacy Challenges in Digital Marketing10.4018/978-1-6684-8958-1.ch005(95-118)Online publication date: 30-Jun-2023
  • (2021)Bağlamsal Pazarlama: Avantajları, Zorlukları ve Stratejileri Üzerine Kavramsal Bir DeğerlendirmeContextual Marketing: A Conceptual Assessment of Its Advantages, Challenges, and Strategiesİzmir Sosyal Bilimler Dergisi10.47899/ijss.202132073:2(175-186)Online publication date: 31-Dec-2021
  • (2017)Contextual advertising for regional language blogs2017 International Conference on Advances in Computing, Communications and Informatics (ICACCI)10.1109/ICACCI.2017.8125918(670-675)Online publication date: Sep-2017

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