Abstract
The market for Web advertisement is continuously growing and correspondingly, the number of approaches that can be used for realizing Web advertisement are increasing. However, current approaches fail to generate very personalized ads for a current Web user that is visiting a particular Web content. They mainly try to develop a profile based on the content of that Web page or on a long-term user’s profile, by not taking into account current user’s preferences. We argue that by discovering a user’s interest from his current Web behavior we can support the process of ad generation, especially the relevance of an ad for the user. In this paper we present the conceptual architecture and implementation of such an approach. The approach is based on the extraction of simple events from the user interaction with a Web page and their combination in order to discover the user’s interests. We use semantic technologies in order to build such an interpretation out of many simple events. We present results from preliminary evaluation studies. The main contribution of the paper is a very efficient, semantic-based client-side architecture for generating and combining Web events. The architecture ensures the agility of the whole advertisement system, by complexly processing events on the client. In general, this work contributes to the realization of new, event-driven applications for the (Semantic) Web.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Kenny, D., Marshall, J.: Contextual marketing–the real business of the Internet. Harvard Business Review 78(6), 119–125 (2000)
Adida, B., Birbeck, M., McCarron, S., Pemberton, S.: Rdfa in xhtml: Syntax and processing (October 2008), http://www.w3.org/TR/rdfa-syntax/
Forgy, C.L.: Rete: a fast algorithm for the many pattern/many object pattern match problem. Artificial Intelligence 19, 17–37 (1982)
Völkel, M., Krötzsch, M., Vrandecic, D., Haller, H., Studer, R.: Semantic wikipedia. In: WWW 2006: Proceedings of the 15th international conference on World Wide Web, pp. 585–594. ACM, New York (2006)
Fortuna, B., Grobelnik, M., Mladenić, D.: Visualization of text document corpus. Special Issue: Hot Topics in European Agent Research I Guest Editors: Andrea Omicini 29, 497–502 (2005)
Chakravarthy, S., Krishnaprasad, V., Anwar, E., Kim, S.K.: Composite events for active databases: Semantics, contexts and detection. In: Bocca, J.B., Jarke, M., Zaniolo, C. (eds.) 20th International Conference on Very Large Data Bases, Los Altos, CA 94022, USA, September 12–15, 1994, pp. 606–617. Morgan Kaufmann Publishers, San Francisco (1994)
Schmidt, K.-U., Stojanovic, L., Stojanovic, N., Thomas, S.: On enriching ajax with semantics: The web personalization use case. In: Franconi, E., Kifer, M., May, W. (eds.) ESWC 2007. LNCS, vol. 4519, pp. 686–700. Springer, Heidelberg (2007)
Stühmer, R., Anicic, D., Sen, S., Ma, J., Schmidt, K.-U., Stojanovic, N.: Lifting events in rdf from interactions with annotated web pages. In: ISWC 2009: Proceedings of the 8th International Conference on The Semantic Web (2009)
Adaikkalavan, R., Chakravarthy, S.: Snoopib: Interval-based event specification and detection for active databases. Data Knowl. Eng. 59(1), 139–165 (2006)
Gehani, N.H., Jagadish, H.V., Shmueli, O.: Event specification in an active object-oriented database. SIGMOD Rec. 21(2), 81–90 (1992)
Schmidt, K.-U., Stühmer, R., Stojanovic, L.: From business rules to application rules in rich internet applications. Scalable Computing: Practice and Experience 9(4), 329–340 (2008)
Schmidt, K.-U., Stühmer, R., Stojanovic, L.: Gaining reactivity for rich internet applications by introducing client-side complex event processing and declarative rules. In: Stojanovic, N., Abecker, A., Etzion, O., Paschke, A. (eds.) The 2009 AAAI Spring Symposium on Intelligent Event Processing, Association for the Advancement of Artificial Intelligence, March 2009, pp. 67–72 (2009)
Liu, B.: Web Data Mining. In: Data-Centric Systems and Applications. Springer, Heidelberg (2007)
Bry, F., Eckert, M.: Rule-based composite event queries: The language xchangeeq and its semantics. In: Marchiori, M., Pan, J.Z., de Marie, C.S. (eds.) RR 2007. LNCS, vol. 4524, pp. 16–30. Springer, Heidelberg (2007)
Paschke, A., Kozlenkov, A., Boley, H.: A homogenous reaction rules language for complex event processing. In: International Workshop on Event Drive Architecture for Complex Event Process (2007)
May, W., Alferes, J.J., Amador, R.: An ontology- and resources-based approach to evolution and reactivity in the semantic web. In: Meersman, R., Tari, Z., Hacid, M.S., Mylopoulos, J., Pernici, B., Babaoglu, Ö., Jacobsen, H.A., Loyall, J.P., Kifer, M., Spaccapietra, S. (eds.) OTM 2005. LNCS, vol. 3761, pp. 1553–1570. Springer, Heidelberg (2005)
Schonfeld, E.: Proximic signs deals with yahoo and ebay to turn product listings into contextual ads; taking on adsense (January 2008), http://www.techcrunch.com/2008/01/15/proximic-signs-deals-with-yahoo-and-ebay-to-turn-product-listings-into-contextual-ads-taking-on-adsense/ (Last visited: August 2009)
Dayal, U., Buchmann, A.P., McCarthy, D.R.: Rules are objects too: A knowledge model for an active, object-oriented databasesystem. In: Dittrich, K.R. (ed.) OODBS 1988. LNCS, vol. 334, pp. 129–143. Springer, Heidelberg (1988)
Carughi, G.T., Comai, S., Bozzon, A., Fraternali, P.: Modeling distributed events in data-intensive rich internet applications. In: Benatallah, B., Casati, F., Georgakopoulos, D., Bartolini, C., Sadiq, W., Godart, C. (eds.) WISE 2007. LNCS, vol. 4831, pp. 593–602. Springer, Heidelberg (2007)
Luckham, D.C.: The Power of Events: An Introduction to Complex Event Processing in Distributed Enterprise Systems. Addison-Wesley Longman Publishing Co., Boston (2001)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2009 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Stühmer, R., Anicic, D., Sen, S., Ma, J., Schmidt, KU., Stojanovic, N. (2009). Client-Side Event Processing for Personalized Web Advertisement. In: Meersman, R., Dillon, T., Herrero, P. (eds) On the Move to Meaningful Internet Systems: OTM 2009. OTM 2009. Lecture Notes in Computer Science, vol 5871. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-05151-7_23
Download citation
DOI: https://doi.org/10.1007/978-3-642-05151-7_23
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-05150-0
Online ISBN: 978-3-642-05151-7
eBook Packages: Computer ScienceComputer Science (R0)