Publication Type

Conference Proceeding Article

Version

publishedVersion

Publication Date

4-2010

Abstract

This paper presents an innovative style-wise advertising platform for web page. Web page “style” mainly refers to visual effects, such as color and layout. Unlike the most popular ad-network such as Google AdSense which needs publishers to change the original structure of their pages and define the position and style of the embedded ads manually, stylewise page advertising aims to automatically deliver styleconsistent ads at proper positions within the web page, without breaking the layout of the original page. Our system is motivated from the fact that almost 90% web pages contain blank regions without any content. Given a web page with some blank regions, style-wise page advertising is able to detect the suitable blank areas for advertising, rank the ads according to the semantic relevance and web page style, and embed relevant ads into these nonintrusive areas. Style-wise page advertising represents one of the first attempts towards contextual advertising which enables the publishers to save effort when applying online advertising services.

Keywords

multimodal relevance, web page advertising, web page style

Discipline

Databases and Information Systems | Data Storage Systems

Research Areas

Intelligent Systems and Optimization

Publication

Proceedings of the 19th International World Wide Web Conference, WWW2010, Raleigh, April 26–30

First Page

1273

Last Page

1276

ISBN

9781605587998

Identifier

10.1145/1772690.1772900

Publisher

ACM

City or Country

Raleigh

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