Abstract
Ever increasing number of internet users has attracted many of the companies on the internet for promoting their product and services. This has led to the development of new age of advertising called online or web advertising. The objective of this chapter is two-fold. First, it introduces concepts involved in online advertising. Second, it proposes a novel conceptual framework for contextual online advertising which attempts to utilize local context and sentiment for identifying relevant ads. Contextual advertising is an important class of online advertising in which ads are displayed automatically on web pages based on their content. The proposed framework works in two stages. The first stage retrieves ads for placement. The second stage uses sentiment analysis to filter out ads that do not agree with the sentiments (positive or negative polarity) being expressed in the document. The polarity is identified using SentiWordNet and context-based heuristics.
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