In the last few years, several works in the literature have addressed the problem of data extraction from Web pages. The importance of this problem derives from the fact that, once extracted, the data can be handled in a way similar to instances of a traditional database. The approaches proposed in the literature to address the problem of Web data extraction use techniques borrowed from areas such as natu. ral language processing, languages and grammars, machine learning, information retrieval, databases, and ontologies. As a consequence, they present very distinct features and capabilities which make a direct comparison difficult to be done. In this paper, we propose a taxonomy for characterizing Web data extraction fools, briefly survey major Web data extraction tools described in the literature, and provide a qualitative analysis of them. Hopefully, this work will stimulate other studies aimed at a more comprehensive analysis of data extraction approaches and tools for Web data.

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The current boom of the Web is associated with the revenues originated from on-line advertising. While search-based advertising is dominant, the association of ads with a Web page (during user navigation) is becoming increasingly important. In this work, we study the problem of associating ads with a Web page, referred to as content-targeted advertising, from a computer science perspective. We assume that we have access to the text of the Web page, the keywords declared by an advertiser, and a text associated with the advertiser's business. Using no other information and operating in fully automatic fashion, we propose ten strategies for solving the problem and evaluate their effectiveness. Our methods indicate that a matching strategy that takes into account the semantics of the problem (referred to as AAK for "ads and keywords") can yield gains in average precision figures of 60% compared to a trivial vector-based strategy. Further, a more sophisticated impedance coupling strategy, which expands the text of the Web page to reduce vocabulary impedance with regard to an advertisement, can yield extra gains in average precision of 50%. These are first results. They suggest that great accuracy in content-targeted advertising can be attained with appropriate algorithms.

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