Contextual advertising using keyword extraction through collocation
Suleman Khan, Qazi Mudassar Ilyas, Waqas Anwar · 2009
Contextual advertising is to place an ad in the web page by analyzing content of the web page. Different contextual advertising approaches are used to make a content match. We analyzed different contextual approaches in this paper to find out how the content-match is performed. Some Contextual advertising approaches use relevance factor between content of ad and web page by using machine translation strategies, machine learning techniques, while some use ontologies to find out an optimal match between an ad and web page. We proposed a strategy which is based on collocation between different words. It finds collocation between selected words in a web page and than match it with the keyword of an ad.