Dr_Lilac-JOURNAL-5x - King Saud University Repository

splashburgerInternet και Εφαρμογές Web

22 Οκτ 2013 (πριν από 3 χρόνια και 5 μήνες)

58 εμφανίσεις


Title

Lexeme: An Ontology
-
Based Semantic Advertising Networks


Author
-
s

Al
-
Safadi, Lilac, Abdulateef, Nadeen

Contact lnfo

lalsafadi@KSU.EDU.SA

Department

Information Technology

Major

Information Technology

citation

JOURNAL OF COMPUTING, VO
LUME 2, ISSUE 10, OCTOBER 2010

Year of
Publication

2010

Publisher

JOURNAL OF COMPUTING

Sponsor

King Saud University

Type of
Publication

Journal

ISSN

2151
-
9617

URI/DOI


Full Text
(Yes,

No)

Yes

Key words

Intelligent

Web Services and Semantic Web, Ontology, Electronic commerce, Context
Analysis and Indexing.

Abstract

Lexeme is a prototype for advertising network that connects Web sites that want to
host advertisements with advertisers who want to run advertisements.
Lexeme aims
to implement better approaches for reaching and attracting target customers by
integrating semantic Web technology and enables computers to know what particular
ads mean, to know what particular Web sites are about, and to understand the
relati
onships between them all. Advertising networks’ reliance on only the keywords
in the content results in displaying irrelevant and unappealing ads on the Web page.
The Semantic
-
Based Advertising Networks moves beyond simple keywords by
understanding all the

words on a page, and how they relate to one another. In
Lexeme, the description of ads and Web site content relies on the ontology that
represents the conceptualization of the knowledge domain. Advertiser defines the
concept that corresponds to the produc
t or services to sell in their ad along with
properties specifying the characteristics of the product and relationships with other
concepts. The paper proposes a novel approach for matching ads with Web site
content using semantic Web technology, illustrat
ed by Lexeme prototype.