Using the geographic scopes of web documents for contextual advertising

Abstract

Geotargeting is a specialization of contextual advertising where the objective is to target ads to Website visitors concentrated in well-defined areas. Current approaches involve targeting ads based on the physical location of the visitors, estimated through their IP addresses. However, there are many situations where it would be more interesting to target ads based on the geographic scope of the target pages, i.e., on the general area implied by the locations mentioned in the textual contents of the pages. Our proposal applies techniques from the area of geographic information retrieval to the problem of geotargeting. We address the task through a pipeline of processing stages, which involves (i) determining the geographic scope of target pages, (ii) classifying target pages according to locational relevance, and (iii) retrieving ads relevant to the target page, using both textual contents and geographic scopes. Experimental results attest for the adequacy of the proposed methods in each of the individual processing stages.

Toward location-aware Web: extraction method, applications and evaluation

“…The text is analyzed and divided into phrases, and the nouns are more accurately determined with the aid of the syntax. [6,7,20] discuss an algorithm that enables to assign a location even though it is never literally mentioned in the context (e.g., if there are some occurrences of ''Texas'' and some of ''Washington DC'', the scope of a page is ''USA''). Our approach achieves this during the scope scoring process.…”

Contextual Search: A Computational Framework

“…Almeida and Almeida [6] use a company intranet repository. Anastácio et al [8] address semianonymity when geographical variables are exploited. Bai et al [14,15] use TREC collections.…”

Modeling geographic, temporal, and proximity contexts for improving geotemporal search

“…There are several applications for which geographic information is crucial. Geographic information is usually extracted for visualization and exploration purposes (Anastácio et al., ; Lieberman, Samet, Sankaranarayanan, & Sperling, ; Strötgen, Gertz, & Popov, ) or for IR (Gey et al., ; Mandl et al., ).…”

“…The geographic scope of web documents is used for contextual advertising in Anastácio et al. (). The proposed approach deals with geotargeting where a geographic scope is assigned to target pages followed by the retrieval of ads that are relevant to the target pages at both textual and geographic levels.…”

“…Geographic information retrieval (GIR) typically focuses on extracting geospatial information from the query and the documents and incorporating such information into query expansion techniques (Cardoso & Silva, ), query‐document ranking model (De Sabbata & Reichenbacher, ), and filtering and document reranking (Carpineto, Mizzaro, Romano, & Snidero, ) or for providing the geographic scope of a document (Anastácio, Martins, & Calado, ; Kishida, ; Mandl et al., ). In our work, we focus on the GIR that takes into account the geographic query intent rather than the geographic user location.…”