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Extracting advertising keywords from URL strings

Authors:

Santosh Raju,

Raghavendra UdupaAuthors Info & Claims

WWW '12 Companion: Proceedings of the 21st International Conference on World Wide Web

Pages 587 - 588

https://doi.org/10.1145/2187980.2188140

Published: 16 April 2012 Publication History

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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.

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S. Khaitan, A. Das, S. Gain, and A. Sampath. Data-driven compound splitting method for english compounds in domain names. In Proceedings of the CIKM '09.

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K. Wang, C. Thrasher, and B.-J. P. Hsu. Web scale nlp: a case study on url word breaking. In Proceedings of WWW '11.

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W. Yih, J. Goodman, and V. R. Carvalho. Finding advertising keywords on web pages. In Proceedings of WWW '06.

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Chen GCox, JUluagac ACopeland J(2016)In-Depth Survey of Digital Advertising TechnologiesIEEE Communications Surveys & Tutorials10.1109/COMST.2016.251991218:3(2124-2148)Online publication date: 1-Jul-2016
https://dl.acm.org/doi/10.1109/COMST.2016.2519912
Souza TDemidova ERisse THolzmann HGossen GSzymanski J(2016)Semantic URL Analytics to Support Efficient Annotation of Large Scale Web ArchivesSemantic Keyword-based Search on Structured Data Sources10.1007/978-3-319-27932-9_14(153-166)Online publication date: 7-Jan-2016
https://doi.org/10.1007/978-3-319-27932-9_14
Annamalah STan K(undefined)An Analysis of Customer Satisfaction Towards Technical Services in Malaysian Automotive IndustriesSSRN Electronic Journal10.2139/ssrn.2834386
https://doi.org/10.2139/ssrn.2834386

Index Terms

Extracting advertising keywords from URL strings
1. Information systems
  1. Information retrieval

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Published In

WWW '12 Companion: Proceedings of the 21st International Conference on World Wide Web

April 2012

1250 pages

ISBN:9781450312301

DOI:10.1145/2187980

General Chairs:
Alain Mille
Université de Lyon, France
,
Fabien Gandon
INRIA, France
,
Jacques Misselis
HP, France
,
Program Chairs:
Michael Rabinovich
Case Western Reserve University, USA
,
Steffen Staab
University of Koblenz-Landau, Germany

In-Cooperation

SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 16 April 2012

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WWW 2012

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Univ. de Lyon

WWW 2012: 21st World Wide Web Conference 2012

April 16 - 20, 2012

Lyon, France

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Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Chen GCox, JUluagac ACopeland J(2016)In-Depth Survey of Digital Advertising TechnologiesIEEE Communications Surveys & Tutorials10.1109/COMST.2016.251991218:3(2124-2148)Online publication date: 1-Jul-2016
https://dl.acm.org/doi/10.1109/COMST.2016.2519912
Souza TDemidova ERisse THolzmann HGossen GSzymanski J(2016)Semantic URL Analytics to Support Efficient Annotation of Large Scale Web ArchivesSemantic Keyword-based Search on Structured Data Sources10.1007/978-3-319-27932-9_14(153-166)Online publication date: 7-Jan-2016
https://doi.org/10.1007/978-3-319-27932-9_14
Annamalah STan K(undefined)An Analysis of Customer Satisfaction Towards Technical Services in Malaysian Automotive IndustriesSSRN Electronic Journal10.2139/ssrn.2834386
https://doi.org/10.2139/ssrn.2834386

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Finding advertising keywords on web pages

Automatic keywords generation for contextual advertising

Advertising Keywords Recommendation for Short-Text Web Pages Using Wikipedia

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