Search

Web advertising (online advertising), a form of advertising that uses the World Wide Web to attract customers, has become one of the most commonly-used marketing channels. 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 Blogger-Centric Contextual Advertising (BCCA) 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.

Web advertising (Online advertising), a form of advertising that uses the World Wide Web to attract customers, has become one of the world’s most important marketing channels. This paper addresses the mechanism of Content-based advertising (Contextual advertising), which refers to the assignment of relevant ads to a generic web page, e.g., a blog post. As blogs become a platform for expressing personal opinion, they naturally contain various kinds of expressions, including both facts and comments of both a positive and negative nature. Besides, in line with the major tenet of Web 2.0 (i.e., user-centric), we believe that the web-site owners would be willing to be in charge of the ads which are positively related to their contents. Hence, in this paper, we propose the utilization of sentiment detection to improve Web-based contextual advertising. The proposed sentiment-oriented contextual advertising (SOCA) framework aims to combine contextual advertising matching with sentiment analysis to select ads that are related to the positive (and neutral) aspects of a blog and rank them according to their relevance. We experimentally validate our approach using a set of data that includes both real ads and actual blog pages. The results indicate that our proposed method can effectively identify those ads that are positively correlated with the given blog pages.

Clustering plays an important role in data mining, as it is used by many applications as a preprocessing step for data analysis. Traditional clustering focuses on grouping similar objects, while two-way co-clustering can group dyadic data (objects as well as their attributes) simultaneously. In this research, we apply two-way co-clustering to the analysis of online advertising where both ads and users need to be clustered. The key data that connect ads and users are contained in the user-ad link matrix, which denotes the ads that a user has linked. We proposed a three-staged clustering that makes use of the three data matrices to enhance clustering performance. In addition, an iterative cross co-clustering algorithm is also proposed for two-way co-clustering. The experiment is performed using the advertisement and user data from Morgenstern, a financial social website that focuses on the agent of advertisements. The result shows that three staged clustering provides better performance than traditional clustering, while iterative co-clustering completes the task more efficiently.

Automatic Term Recognition (ATR) is concerned with discovering terminology in large volumes of text corpora. Technical terms are vital elements for understanding the techniques used in academic research papers, and in this paper, we use focused technical terms to explore technical trends in the research literature. The major purpose of this work is to understand the relationship between techniques and research topics to better explore technical trends. We define this new text mining issue and apply machine learning algorithms for solving this problem by (1) recognizing focused technical terms from research papers; (2) classifying these terms into predefined technology categories; (3) analyzing the evolution of technical trends. The dataset consists of 656 papers collected from well-known conferences on ACM. The experimental results indicate that our proposed methods can effectively explore interesting evolutionary technical trends in various research topics.

Identifying proper names, like gene names, DNAs, or proteins is useful to help researchers to mining the text information. Learning to extract proper names in natural language text is a named entity recognition (NER) task. Previous studies focus on combining abundant human made rules, trigger words, to enhance the system performance. However these methods require domain experts to build up these rules and word set which relies on lots of human efforts. In this paper, we present a robust named entity recognition system based on support vector machines (SVM). By integrating with rich feature set and the proposed mask method, the system performance is satisfactory on the MUC-7 and biology named entity recognition tasks which outperforms famous machine learning-based method, such as hidden markov model (HMM), and maximum entropy model (MEM). We compare our method to previous systems that were performed on the same data set. The experiments show that when training with the MUC-7 data set, our system achieves 86.4 in F(β=1) rate and 81.57 for the biology corpus. Besides, our named entity system is able to handle real time processing applications, the turn around time on a 63 K words document set is less than 30 seconds.