Are Related Links Effective for Contextual Advertising? A Preliminary Study

ARMANO, GIULIANO;GIULIANI, ALESSANDRO;VARGIU, ELOISA

2012-01-01

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Abstract

Classical contextual advertising systems suggest suitable ads to a given webpage just analyzing its content, without relying on further information. We claim that adding some information extracted by semantically related pages can improve the overall performances. To this end, this paper proposes an experimental study aimed at verifying to which extent the analysis of related links, i.e., inlinks and outlinks, can help contextual advertising. Experiments have been performed on about 15000 webpages extracted by DMoz. Results show that the adoption of related links significantly improves the performance of the adopted baseline system.