Taxonomy-based Contextual Ads Targeting

Taxonomy-based Contextual Ads Targeting

Patrick NicolasDec 8, 2009

patricknicolas.blogspot.comwww.slideshare.net/pnicolashttps://github.com/prnicolas

This presentation is a short introduction to the different components of an ads server that leverages semantic analysis to segment and target audience.

Purpose

Patrick Nicolas Copyright 2009-2011 - All rights reserved.

A few definitions…Contextual targeting is the process of inserting the most appropriate advertising into a published content (web pages, social network, tweets, blogs..)

Taxonomy is the study or science of classification of concept or concrete items, in a logical and repeatable manner.

Semantics


Should targeting relies on ● audience preferences & behavior

history● content topic and style● both?

Conundrum

UserMarket

PublisherContent

Advertiser

Promotion


It is assumed that the content consumed by a visitor is reflective of his/her interests, tastes & demographic characteristics.

Therefore, targeting (yield) consists of analyzing content & extracting context.

Taxonomy-based Targeting


An ads targeting engine two key components:

● Optimizer to balance objectives (budget, volume) & constraints (placements, frequency, exclusivity,..)

● Dispatcher to select the ad with the highest predicted yield according to content

Architecture


1. Campaign manager defines the objectives & constraints

2. Optimizer computes the best promotion in the inventory that satisfy constraints

3. Dispatcher formats & dispatches the promotion

Use Case

Campaign Manager Optimizer Dispatcher

Content

Ads. inventory

11 12 13


Semantic Analysis

1. The optimizer performs a semantic analysis of both the content & promotional material.

2. The analysis generates taxonomy or semantic classification graphs.

3. Finally, the promotion with the taxonomy graph which is the closest to the content graph is selected


Taxonomy Match

Content

Promotion

Travel

Music

Portability

Device

Device

ListeningDevice

Autonomy

iPod

Promotion taxonomy

Content taxonomy

Matching


The taxonomy match algorithm was evaluated against a rule-based targeting engine for consumer discretionary products.

The Click Through Rate (CTR) increased from 0.8% to 0.193% (handbags) and 0.052% to 0.98% (upscale pen).

Test Results


● How much can Behavioral Targeting Help Online Advertising? J. Yan, N. Lu, G. Wang, W. Zhang, Y Jiang http://www2009.eprints.org/27/1/p261.pdf

● Introduction to Semantic Analysis http://www.cs.tut.fi/sgn/arg/klap/introduction-

semantics.pdf

References


http://www2009.eprints.org/27/1/p261.pdf

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Taxonomy-based Contextual Ads Targeting