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Title:
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A COMPARISON BETWEEN KEYWORD-BASED AND ONTOLOGY-BASED ADVERTISING NETWORKS |
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Author(s):
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Lilac A. E. Al-Safadi |
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ISBN:
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978-972-8939-31-1 |
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Editors:
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Piet Kommers, Tomayess Issa and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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Ontology-based Advertising Network, Keyword-based Advertising Network, Ontology, Semantic Web. |
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Type:
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Reflection Paper |
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First Page:
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307 |
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Last Page:
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310 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Ontologies are necessary for sharing common understanding of information and play a major role in information exchange processes in various areas. Ontologies have been used in e-commerce and by many providers such as Amazon (www.amazon.com) and eBay (www.ebay.com) for categorizations of products for sale and their features. Advertising networks is one of the most sophisticated e-commerce applications to date. In this paper, we propose a comparison between traditional keyword-based advertising networks and the promising ontology-based advertising network. To be complete, we constructed a domain-dependent ontology (EAO), keyword-based advertising network prototype and ontology-based advertising network prototype. An experiment is conducted on a W3C complaint Web sites with imbedded RDFa. The result proved the efficacy of utilizing ontology to improve the advertising-publisher matching process. |
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