Impedance Coupling in Content-targeted Advertising

1. Impedance Coupling in Content-targetedAdvertising Berthier Ribeiro-Neto, UFMG, Brazil Marco Cristo, UFMG, Brazil Paulo Golgher, Akwan, Brazil Edleno Moura da SIlva, UFAM, Brazil August 2005

2. On Content-targeted Advertising Summary • Introduction • Related Work • Matching Algorithms • Conclusions

3. $268M $907M $1.9B $4.6B $8.1B $7.1B $6.1B $7.3B $9.6B 1996 1997 1998 1999 2000 2001 2002 2003 2004 On Content-targeted Advertising Introduction Web Advertising Revenue Growth Comparisons, 1996-2004, USA (Source: IAB)

4. $268M $907M $1.9B $4.6B $8.1B $7.1B $6.1B $7.3B $9.6B 1996 1997 1998 1999 2000 2001 2002 2003 2004 On Content-targeted Advertising Introduction Web Advertising Revenue Growth Comparisons, 1996-2004, USA (Source: IAB)

5. On Content-targeted Advertising Introduction • Search Advertising • Main Categories • Keyword-targeted advertising • Content-targeted advertising

6. On Content-targeted Advertising Introduction – Keyword-targeted Advertising • Search Advertising • Main Categories • Keyword-targeted advertising • Content-targeted advertising User query Paid list Title Description URL (landing page)

7. On Content-targeted Advertising Introduction – Content-targeted Advertising • Search Advertising • Main Categories • Keyword-targeted advertising • Content-targeted advertising Triggering page Page content Paid list

8. On Content-targeted Advertising Introduction • Search Advertising • Main Categories • Keyword-targeted advertising • Content-targeted advertising • Common Elements • Pay-per-performance • Relevance • Advertisers bid on Keywords

9. Advertiser Broker User (consumer) Publisher On Content-targeted Advertising Introduction – Search Advertising Network Brands Products Services Performance feedback Clicks Conversions Performance-based payment Business description Ads Performance-based payment Relevant ads Relevant info Relevant ads Content Information need Audience Information need

10. On Content-targeted Advertising Introduction – Objectives and Contributions • Objectives • Improve relevance of matching strategies in content-targeted advertising • Study impact of distinct pieces of evidence and classification • Proposal of new methods • Study of document classification using link information

11. On Content-targeted Advertising Related Work • Related Work • Search Advertising • Relevance Matching • Ranking • Fraud Detection • Feedback Information • Cross-referencing Information • Bayesian Networks • Query Expansion

12. On Content-targeted Advertising Matching Algorithms – Vector Space Model • Simple strategy consists in matching ad to page content k2 a w2a dj w2j q k1 (0,0) w1j w1a

13. On Content-targeted Advertising Matching Algorithms – Simple Strategies

14. On Content-targeted Advertising Matching Algorithms – Experiments • Ad Collection • 1,744 advertisers • 93,972 ads in 2,029 campaigns • 68,238 keywords • Test Collection • 100 pages of a Brazilian newspaper • Topics include economy, sports, culture, politics etc.

15. On Content-targeted AdvertisingMatching Algorithms – Tuning IDF Factors

16. On Content-targeted AdvertisingMatching Algorithms – Simple strategies comparison

17. On Content-targeted Advertising Matching Algorithms – Vocabulary Impedance • Triggering page belongs to large contextual scope than ad • Pages are about any subject • Many specific terms • Ads are concise and more topic restricted • More general terms • Triggering page is diffuse • Multiple topics • Unimportant topic can offer good opportunity for advertising

18. On Content-targeted Advertising Matching Algorithms – Impedance Coupling Vocabulary Impedance Triggering Page Advertisement keywords

19. On Content-targeted Advertising Matching Algorithms – Impedance Coupling Vocabulary Impedance Triggering Page Advertisement New Terms keywords

20. On Content-targeted Advertising Matching Algorithms – Impedance Coupling Model R sim(p, dj) ... ... D0 D1 Dj Dk kNN wij ... ... T1 T2 T3 Ti Tm

21. On Content-targeted AdvertisingMatching Algorithms – Ranking comparison Terms in red are not shared

22. On Content-targeted Advertising Matching Algorithms – Impedance Coupling Strategies

23. On Content-targeted Advertising Matching Algorithms – Experiments • Ad Collection • 1,744 advertisers • 93,972 ads in 2,029 campaigns • 68,238 keywords • Test Collection • 100 pages of a Brazilian newspaper • Topics include economy, sports, culture, politics etc. • Web Collection • TodoBR collection • 5,939,061 pages of “br” domain

24. On Content-targeted AdvertisingMatching Algorithms – Impact of impedance coupling

25. On Content-targeted AdvertisingMatching Algorithms – Impact of using page pointed by ad

26. On Content-targeted AdvertisingMatching Algorithms – Comparison among all methods

27. On Content-targeted Advertising Matching Algorithms – Conclusions • Automatic methods • Considerable gains over matching strategies • High quality content-targeted advertising is feasible and practical

28. X1 X2 X3 X4 On Content-targeted Advertising Matching Algorithms – Bayesian Networks • Represent joint probability distribution • Nodes  variables • Edges  dependencies • Chain rule • Bayes’ Law