With the Web serving as a huge worldwide data repository, issues related to data semantics (familiar to database modelers since the 1970s) have again become of paramount importance. As Web data comes from heterogeneous, possibly ...
Query log data for ad targeting
A WWW2006 paper out of Microsoft Research, "Finding Advertising Keywords on Web Pages" (PDF), claims that query log data is particularly useful for ad targeting.
Specifically, the researchers extracted from MSN query logs the keywords some people used to find a given page. They tested using that as one of many features for ad targeting. In their results, it was one of the most effective features.
Very interesting. It has always been harder to target ads to content than to search results because intent is much less clear.
By using the query log data in this way, the researchers were effectively using the intent of the searchers that arrived at the page as a proxy for the intent of everyone who arrived at the page.
The Semantic Web isn't just about putting data on the web. It
is about making links, so that a person or machine can explore the web
of data. With linked data, when you have some of it, you can
find other, related, data.
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95 - 96(2010)Bridging the Gap--Data Mining and Social Network Analysis for Integrating Semantic Web and Web 2.0; The Future of Knowledge Dissemination: The Elsevier Grand Challenge for the Life Sciences.