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W. Yih, J. Goodman, V. Carvalho
Finding Advertising Keywords on Web Pages
WWW-06
A large and growing number of web pages display contextual advertising based on keywords automatically extracted from the text of the page, and this is a substantial source of revenue supporting the web today. Despite the importance of this area, little formal, published research exists. We describe a system that learns how to extract keywords from web pages for advertisement targeting. The system uses a number of features, such as term frequency of each potential keyword, inverse document frequency, presence in meta-data, and how often the term occurs in search query logs. The system is trained with a set of example pages that have been hand-labeled with "relevant" keywords. Based on this training, it can then extract new keywords from previously unseen pages. Accuracy is substantially better than several baseline systems.
@InProceedings{YihGoCa06,
author = {W. Yih and J. Goodman and V. Carvalho},
title = {Finding Advertising Keywords on Web Pages},
booktitle = {Proceedings of the 15th World Wide Web Conference},
year = {2006}
} |
