Studying the Impact of Text Summarization on Contextual Advertising

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1 Studying the Impact of Text Summarization on Contextual Advertising G. Armano, A. Giuliani, and E. Vargiu Intelligent Agents and Soft-Computing Group Dept. of Electrical and Electronic Engineering University of Cagliari, Italy

2 Outline Online Advertising and Contextual Advertising Text Summarization Methods Evaluation The Adopted Contextual Advertising System Experimental Results Conclusions

3 Online Advertising Form of promotion that uses the WWW for delivering marketing messages to attract customers

4 Contextual Advertising Web Page Ad

5 Contextual Advertising

6 Contextual Advertising Task of placing ads within the content of a Web page Ad AdNetwork Network Ads Web page Users

7 Classic approaches High computation in data, resources, and time Offline advertising

8 Current approaches W W W highly dynamic! Real time advertising! Need of reducing data text summarization TEXT

9 Focus: Text Summarization Summaries: obtained by single or multiple documents preserve important information short

10 Focus: TS in CA Extract vs. abstract lists fragments of text vs. re-phrases content coherently in CA Extractive techniques!!! Low computation Reliance on single documents Simple summaries (but effective) Easier!

11 TS: Classic Approaches Kolcz's methods selection of meaningful paragraphs: Title First Paragraph First and Second Paragraphs First and Last Paragraphs Paragraph with most Keywords Paragraph with most Title Words

12 TS in CA: Our Proposal Input: HTML code need of additional features Adoption of title of the web page! Our techniques: Title and First Paragraph Title and First Two Paragraphs Title, First and Last Paragraphs Most Title Words and Keywords Paragraphs

13 TS: Experimental Results T F2P FLP MK MT TFP TFP TF2P TFLP MTK Precision Recall F-measure Avg. Terms Adding information about the title improves the performances Each novel method have better performances than classic methods The TFLP provides the best performance, as FLP does for the classic techniques

14 CA: The Adopted System Taxonomy Pre-processor Pre-processor Filtered HTML document Text summarizer Text summarizer Bag of words Classifier Classifier HTML document Bag of words Classification features

15 CA: The Adopted System Bag of words Classification features Matcher Matcher PAGE Bag of words Classification features Ads Repository

16 Preprocessor Taxonomy Pre-processor Filtered HTML document Text summarizer Bag of words Classifier HTML document Bag of words Text extraction, stop-words removing, stemming Classification features

17 Text Summarizer Taxonomy Pre-processor Filtered HTML document Text summarizer Bag of words Classifier HTML document Bag of words Summary of a web page Classification features

18 Text Summarizer Implemented for each analysed technique Output Vector-based representation of BoW (TF-IDF) Term 1 Summary Term 3 Term 2

19 Classifier Taxonomy Pre-processor Filtered HTML document Text summarizer Bag of words Classifier HTML document Bag of words Hierarchical classification Classification features

20 Classifier Semantic centroid-based classification Term 1 Summary Term 3 α Term 2 Class Centroid Output Vector-based representation of CF of page and ads

21 Matcher Bag of words Classification features PAGE Bag of words Matcher Matcher σ Score Classification features AD P, A = sim BoW P, A simcf P, A

22 The Impact of TS Adoption of each TS technique in the system and comparison Adopted Dataset (BankSearch)

23 Experimental results T FP F2P FLP MK MT TFP TF2P TFLP MTK Title leads to an improvement of performances

24 Experimental results TFLP 0,8 0,75 Precision 0,7 0,65 0,6 0,55 0,5 0,45 0,4 0,35 0 0,1 0,2 0,3 0,4 0,5 α 0,6 0,7 0,8 0,9 1

25 Conclusions We presented a comparative study on TS applied to CA. We propose several techniques that improve the classic methods We evaluated the corresponding CA systems. Experimental results confirm the intuition that adopting TS techniques allows to improve performances in term of precision. As for future directions, further experiments are under way, with the adoption of larger dataset extracted by DMOZ.

26 Thanks for your attention!

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