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CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
SEMANTIC TAGS GENERATION AND RETRIEVAL FOR ONLINE ADVERTISING
1Politecnico di BariVia Orabona, 470125 Bari (ITALY)
2University of TrentoVia Sommarive, 14
38100 Trento (ITALY)
Roberto Mirizzi1, Azzurra Ragone1,2, Tommaso Di Noia1, Eugenio Di Sciascio1
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Outline
Tags in Web 2.0 → 3.0Computational advertising
NOT (Not Only Tag): semantic tag cloud generation
DBpediaRanker: RDF ranking in DBpedia
Conclusion and Future work
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Who is using tags nowadays?
and many
more…
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
What about Tags in Online Advertising?
food
recipes
cooking
dessert
pasta
meat
fish
spag
hetti
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
BigG (& co.) helps you… in half (i)
…nice, but there is no “semantics” in it.
You can not expand your keywords list exploiting the
meaning of a term (keyword/tag/query)
https://adwords.google.com/select/KeywordToolExternal
Keyword Tool
Based on actual Google search queries
Generates keywords based on the content of a URL, words or phrases
1
2
3
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
BigG (& co.) helps you… in half (ii)
…nice, but there is no “semantics” in it.
You can not expand your keywords list exploiting the
meaning of a term (keyword/tag/query)
Keyword Tool
Based on actual Google search queries
Generates keywords based on the content of a URL, words or phrases
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Why not to use Semantic tags?
Plugged into the Web 3.0DisambiguationRelations among tagsMachine understandable
NOT: Not Only Tag
http://sisinflab.poliba.it/not-only-tag/
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
NOT: Not Only TagObjectives
Assist advertisers to create more efficient ads campaigns
Support ads providers to properly match ads content to keywords in search engines
Improve advertiser experience and ad selection
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
What is behind NOT? (i)
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
What is behind NOT? (ii)Comments
DBpedia resources are highly interconnected in the RDF graph
Not all the relevant resources for a given node are its direct neighbors
1. Explore the neighborhood of a resource to discover new relevant resources not directly connected to it
2. Rank the results
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
DBpedia graph exploration in NOT
Open_source_CMS Web_application_frameworks
Content_management_systems Free_business_software …
…
Web_development Web_applications
JavaServer_Faces Python_web_application_frameworks
Zend_Framework
Joomla_extensions
skos:subject skos:broaderCategoryArticle
Legend
…
……
Magento
…PHP
Drupal
…
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
The functional architecture
Back-end
Query engine
Storage
Tag Cloud GeneratorGUI
Ext.
Info
Sou
rces
DBpedia Lookup Service
Interface
Delicious
Yahoo!
Bing
Graph Explorer
SPARQLContext Analyzer
Ranker
Offline computation
Linked Data graph exploration
Rank nodes exploiting external information
Store results as pairs of nodes together with their similarity
Runtime SearchStart typing a query
Query the system for relevant tags (corresponding to DBpedia resources)
Show the semantic tag cloud
1
2
3
1
2
3
Offl
ine computation
Runtime search
1
2
3
12
3
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
DBpediaRanker: ranking
?r1 ?r2isSimilar
v
hasValue
einfo_sourc2
21
1
21einfo_sourc21 )(
),(
)(
),(),(
rf
rrf
rf
rrfrrsim
viceversaand r and rbetween wikilink,2
saor vicever r and rbetween k wikilin,1
r and rbetween wikilink no ,0
),(
21
21
21
21 rrorewikilinkSc
)(
),(),(
2
1221 rl
rrlrroreabstractSc
Graph-based and text-based ranking
Ranking based on external sources
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
DBpediaRanker: an example (i)
wikilinkScore(Zend_Framework, PHP) = 2 abstractScore(Zend_Framework, PHP) = 1.0
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
DBpediaRanker: an example (ii)
sim(Zend_Framework, PHP)Google = 1.53e6 / 2.96e6 + 1.53e6 / 1.71e9 ≈ 0.52 + 0
delicious
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
DBpediaRanker: context analysis
The same similarity measure is used in the context analysis
?r1
?c1
belongsTo
v
hasValue
?c2
?c…
?cN
C
Example:
C = {Programming Languages, Databases, Software}
Does Dennis Ritchie belong to the given context?
Algorithm:
If(v>THRESHOLD) then r1 belongs to the context; add r1 to the graph exploration queueElse r1 does not belong to the context; exclude r1 from graph explorationEndIf
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Evaluation (i)
http://sisinflab.poliba.it/evaluation
Comparison of 5 different algorithms 50 volunteers
Researchers in the ICT area 244 votes collected (on average 5 votes for each users)
Average time to vote: 1min and 40secs
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Evaluation (ii)
http://sisinflab.poliba.it/evaluation/data
3.91 - Good
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Conclusion
NOT: a prototype system for tag cloud generation in semantic advertising
DBpediaRanker: ranking algorithms for resources in DBpedia
Future work Use the back-end of the system to develop new interfaces
for exploratory browsing Improve ranking algorithms Combine a content-based recommendation and a
collaborative-filtering approach Develop a platform to test our system with real ads about
different domains
CIKM 2010 – 19th ACM Internation Conference on Information and Knowledge ManagementOctober 29, 2010 – Fairmont Royal York, Toronto, Canada
Q&A
Thanks for your attention!
SEMANTIC TAGS GENERATION AND RETRIEVAL FOR ONLINE ADVERTISING (CIKM 2010)
If you're interested in learning more…1. Roberto Mirizzi, Tommaso Di Noia. From Exploratory Search to Web Search and back. 4th Workshop for Ph.D. Students in Information
and Knowledge Management (PIKM 2010)2. Roberto Mirizzi, Azzurra Ragone, Tommaso Di Noia, Eugenio Di Sciascio. Ranking the Linked Data: the case of DBpedia. 10th
International Conference on Web Engineering (ICWE 2010)3. Roberto Mirizzi, Azzurra Ragone, Tommaso Di Noia, Eugenio Di Sciascio. Semantic tag cloud generation via DBpedia. 11th International
Conference on Electronic Commerce and Web Technologies (EC-Web 2010)4. Roberto Mirizzi, Azzurra Ragone, Tommaso Di Noia, Eugenio Di Sciascio. Semantic tagging for crowd computing. 18th Italian
Symposium on Advanced Database Systems (SEBD 2010)5. Roberto Mirizzi, Azzurra Ragone, Tommaso Di Noia, Eugenio Di Sciascio. Semantic Wonder Cloud: exploratory search in DBpedia. 2th
International Workshop on Semantic Web Information Management (SWIM 2010) - Best Workshop Paper at International Conference on Web Engineering (ICWE 2010)
Roberto Mirizzi - [email protected]
See you tomorrow at PIKM 2010 in Room Alberta at 4pm with…From Exploratory Search to Web Search and back