Online advertising using linguistic knowledge

E. D'Avanzo; T. Kuflik; A. Elia

doi:10.1007/978-3-7908-2632-6_17

Online advertising using linguistic knowledge

E. D'Avanzo, T. Kuflik, A. Elia

Department of Information Systems

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Pay-per-click advertising is one of the most paved ways of online advertising today. However the top ranking keywords are extremely costly. Since search terms have a "long tail" behaviour, they may be used for a more cost-effective way of selecting the right keywords, achieving similar traffic, and reducing the cost considerably. This paper proposes a methodology that, exploiting linguistic knowledge, identifies cost effective bid keyword in the long tail distribution. The experiments show that these keywords are highly relevant (90% average precision) and better targeted than those suggested by other methods, while enabling reduced cost of an ad campaign.

Original language	English
Title of host publication	Information Technology and Innovation Trends in Organizations - ItAIS
Subtitle of host publication	The Italian Association for Information Systems
Publisher	Physica-Verlag
Pages	143-150
Number of pages	8
ISBN (Print)	9783790826319
DOIs	https://doi.org/10.1007/978-3-7908-2632-6_17
State	Published - 2011
Event	7th Conference of the Italian Chapter of the Association for Information Systems, ItAIS 2010 - Naples, Italy Duration: 8 Oct 2010 → 9 Oct 2010

Publication series

Name	Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems

Conference

Conference	7th Conference of the Italian Chapter of the Association for Information Systems, ItAIS 2010
Country/Territory	Italy
City	Naples
Period	8/10/10 → 9/10/10

ASJC Scopus subject areas

Information Systems
Information Systems and Management

Access to Document

10.1007/978-3-7908-2632-6_17

Cite this

D'Avanzo, E., Kuflik, T., & Elia, A. (2011). Online advertising using linguistic knowledge. In Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems (pp. 143-150). (Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems). Physica-Verlag. https://doi.org/10.1007/978-3-7908-2632-6_17

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title = "Online advertising using linguistic knowledge",

abstract = "Pay-per-click advertising is one of the most paved ways of online advertising today. However the top ranking keywords are extremely costly. Since search terms have a {"}long tail{"} behaviour, they may be used for a more cost-effective way of selecting the right keywords, achieving similar traffic, and reducing the cost considerably. This paper proposes a methodology that, exploiting linguistic knowledge, identifies cost effective bid keyword in the long tail distribution. The experiments show that these keywords are highly relevant (90% average precision) and better targeted than those suggested by other methods, while enabling reduced cost of an ad campaign.",

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D'Avanzo, E, Kuflik, T & Elia, A 2011, Online advertising using linguistic knowledge. in Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems. Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems, Physica-Verlag, pp. 143-150, 7th Conference of the Italian Chapter of the Association for Information Systems, ItAIS 2010, Naples, Italy, 8/10/10. https://doi.org/10.1007/978-3-7908-2632-6_17

Online advertising using linguistic knowledge. / D'Avanzo, E.; Kuflik, T.; Elia, A.
Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems. Physica-Verlag, 2011. p. 143-150 (Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AB - Pay-per-click advertising is one of the most paved ways of online advertising today. However the top ranking keywords are extremely costly. Since search terms have a "long tail" behaviour, they may be used for a more cost-effective way of selecting the right keywords, achieving similar traffic, and reducing the cost considerably. This paper proposes a methodology that, exploiting linguistic knowledge, identifies cost effective bid keyword in the long tail distribution. The experiments show that these keywords are highly relevant (90% average precision) and better targeted than those suggested by other methods, while enabling reduced cost of an ad campaign.

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T2 - 7th Conference of the Italian Chapter of the Association for Information Systems, ItAIS 2010

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D'Avanzo E, Kuflik T, Elia A. Online advertising using linguistic knowledge. In Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems. Physica-Verlag. 2011. p. 143-150. (Information Technology and Innovation Trends in Organizations - ItAIS: The Italian Association for Information Systems). doi: 10.1007/978-3-7908-2632-6_17

Online advertising using linguistic knowledge

Abstract

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