The Elsevier Grand Challenge: Knowledge Enhancement in the Life Sciences is a contest created to improve the way scientific information is communicated and used. The contest invites members of the scientific community to describe and prototype a tool to improve the interpretation and identification of meaning in (online) journals and text databases relating to the life sciences. Specifically we are looking for new ways to:
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.
This document is designed as being a simple but comprehensive introductory publication for anybody trying to get into the Semantic Web: from beginners through to long time hackers.
E. Agirre, E. Alfonseca, K. Hall, J. Kravalova, M. Pasca, and A. Soroa. Proceedings of Human Language Technologies: The 2009 Annual Conference of the North American Chapter of the Association for Computational Linguistics, page 19--27. Stroudsburg, PA, USA, Association for Computational Linguistics, (2009)
R. Baeza-Yates, and A. Tiberi. KDD '07: Proceedings of the 13th ACM SIGKDD international conference on Knowledge discovery and data mining, page 76--85. New York, NY, USA, ACM, (2007)
B. Berendt, A. Hotho, and G. Stumme (Eds.) Helsinki, Workshop at 13th Europ. Conf. on Machine Learning (ECML'02) / 6th Europ. Conf. on Principles and Practice of Knowledge Discovery in Databases (PKDD'02), (August 2002)
B. Berendt, A. Hotho, and G. Stumme. Proceedings of the First International Semantic Web Conference: The Semantic Web (ISWC 2002), volume 2342 of Lecture Notes in Computer Science (LNCS), page 264-278. Sardinia, Italy, Springer, (2002)