Lexeme: An Ontology
Based Semantic Advertising Networks
Safadi, Lilac, Abdulateef, Nadeen
JOURNAL OF COMPUTING, VO
LUME 2, ISSUE 10, OCTOBER 2010
JOURNAL OF COMPUTING
King Saud University
Web Services and Semantic Web, Ontology, Electronic commerce, Context
Analysis and Indexing.
Lexeme is a prototype for advertising network that connects Web sites that want to
host advertisements with advertisers who want to run advertisements.
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
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.
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.