基于网页内容的广告推介研究  

Advertisement-Promotion Research Based on the Content of Webpage

作　　者：施水才[1] 程涛[1] 王霞 吕学强[1] 

机构地区：[1]北京信息科技大学中文信息处理研究中心,北京100101 [2]抚顺市第十五中学,辽宁抚顺113006

出　　处：《中文信息学报》2007年第4期42-47,54,共7页Journal of Chinese Information Processing

基　　金：国家自然科学基金资助项目(60272084);北京市教育委员会科技发展计划重点项目(KZ200310772013)

摘　　要：网页与广告关联是基于网页内容的网络广告的核心技术,本文提出了一种基于语义的、以实现网页和广告精确匹配为目标的广告推介方法。首先对一个Web网页进行主题信息提取,获得网页的主题词;然后再对这些主题词语作同义词扩展、上位词扩展、下位词扩展和相关词扩展,最后从待匹配的广告中选择匹配度最高的广告。对该方法进行了模型系统实现并进行了测试运行,结果表明该方法是行之有效的。Webpagc-advertisement matching is the core technology of online advertisement based on the content, and the paper presents a semantic approach, with a goal of achieving webpage-advertisement matching accurately. Firstly, thematic information must be extracted from a webpage, and then thematic words are calculated. Extend the thematic words by looking up their similar words, upper words, lower words, related words, and finally choose advertisements which have highest matching rate. The method is implemented and tested, and the result shows that the proposed arithmetic is promising.

关 键 词：计算机应用 中文信息处理 同义词词林 主题词 网页数据抽取 关联度 

分 类 号：TP391[自动化与计算机技术—计算机应用技术]