Abstract
Problem statement: Currently advertising networks connects Web site owners (Publishers) that want to host advertisements with advertisers who want to run advertisements. Advertising networks' reliance on only the keywords in the content without an accurate interpretation of the context of the page, results in displaying irrelevant and unappealing ads on the web page. Approach: Ontologies provided a shared and common understanding of a domain that can be communicated between people and across application systems. Our objective was to create a domain-dependent Ontology to play a major role in supporting information exchange processes in semantic advertising networks. Results: Results for the prototype of matching ads with publishers had been presented in terms of precision and recall. High precision was shown and analysis of results was given in detail. Conclusion: The proposed Ontology is effective for advertising networks at a semantic level.
Highlights
Ontologies play a major role in supporting information exchange processes in various areas (Fensel, 2001)
The Educational Advertising Ontology (EAO) model: EAO was implemented based on WSMO (Fensel et al, 2001) framework for modeling semantic web services
A model driven architecture is used (Miller et al, 2001) and forward engineering approach was adopted where we started by modeling the ontology first and using this ontology as a domain model to form the basis of the generation of the Semantic Advertising Network
Summary
Ontologies play a major role in supporting information exchange processes in various areas (Fensel, 2001). The goal of the developed Ontology is to increase the precision of ad networks’ matching results by; developing a contextbased ad network that incorporates the semantic Web technology and importing an ontology that describes the concepts and relationships from an educational perspective. An important distinction in developing an EAO is not to accurately represent in a publicly accessible way the cognitive representations or concepts that exist in the minds of the authors, but rather the things in reality that these representations are representations of When such a representational artifact is formalized, that is, when such an artifact is expressed in a logical or programming language of some sort, it can be called a “formalized representational artifact.”. The goal of this study is to create order and describe relationships of things important to the web application-namely to build an Education Advertising Ontology (EAO) that will advance the potential for semantic advertising networks’ capabilities. Developing the EAO includes; defining classes, arranging the classes in a hierarchy, defining properties, describing allowed values for these properties and filling in the values for properties (instances)
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