Learning website hierarchies for keyword enrichment in contextual advertising
P. Senthil Kumar, Krishna P. Leela, Mehul Parsana, Sachin K Garg · 2011
In Contextual advertising, textual ads relevant to the content in a webpage are embedded in the page. Content keywords are extracted offline by crawling webpages and then stored in an index for fast serving. Given a page, ad selection involves index lookup, computing similarity between the keywords of the page and those of candidate ads and returning the top-k scoring ads. In this approach, ad relevance can suffer in two scenarios. First, since page-ad similarity is computed using keywords extracted only from that particular page, a few non pertinent keywords can skew ad selection. Second, requesting page may not be present in the index but we still need to serve relevant ads.