Extracting advertising keywords from URL strings

Abstract

Extracting advertising keywords from web-pages is important in keyword-based online advertising. Previous works have attempted to extract advertising keywords from the whole content of a web-page. However, in some scenarios, it is necessary to extract keywords from just the URL string itself. In this work, we propose an algorithm for extracting advertising keywords from the URL string alone. Our algorithm has applications in contextual and paid search advertising. We evaluate the effectiveness of our algorithm on publisher URLs and show that it produces very good quality keywords that are comparable with keywords produced by page based extractors.

Semantic URL Analytics to Support Efficient Annotation of Large Scale Web Archives

“…In web crawling systems the information in URLs is used to detect duplicates [12] or documents containing relevant types of information [8,10]. Furthermore, URLs have been used to detect malicious content [15] as well as online advertising [13].…”