Educational Advertising Ontology: A Domain-Dependent Ontology for Semantic Advertising Networks

Abstract

Problem statement: Currently advertising networks connects Web site owners (Publishers) that want to host advertisements with advertisers who want to run advertisements. Advertising networks' reliance on only the keywords in the content without an accurate interpretation of the context of the page, results in displaying irrelevant and unappealing ads on the web page. Approach: Ontologies provided a shared and common understanding of a domain that can be communicated between people and across application systems. Our objective was to create a domain-dependent Ontology to play a major role in supporting information exchange processes in semantic advertising networks. Results: Results for the prototype of matching ads with publishers had been presented in terms of precision and recall. High precision was shown and analysis of results was given in detail. Conclusion: The proposed Ontology is effective for advertising networks at a semantic level.