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1、外文翻译SemanticAdvertisingforWeb3.0MaterialSource：DepartmentofComputerScienceAuthor:EdwardThomasUniversityofAberdeenAberdeen,ScotlandAbstract:AdvertisingontheWorldWideWebisbasedaroundautomaticallymatchingwebpageswithappropriateadvertisements,intheformofbannerads,interactiveadverts
2、,ortextlinks.Traditionallythishasbeendonebymanualclassificationofpages,ormorerecentlyusinginformationretrievaltechniquestofindthemostimportantkeywordsfromthepage,andmatchthesetokeywordsbeingusedbyadverts.Inthispaper,weproposeanewmodelforonlineadvertising,basedaroundlightweighte
3、mbeddedsemantics.ThiswillimprovetherelevancyofadvertsontheWorldWideWebandhelptokick-starttheuseofRDFaasamechanismforaddinglightweightsemanticattributestotheWeb.Furthermore,weproposeasystemarchitecturefortheproposednewmodel,basedonourscalableontologyreasoninginfrastructureTrOWL.
4、1IntroductionAdvertisingisthemaineconomicforcewhichdrivesthedevelopmentoftheWorldWideWeb.AccordingtoareportbyPriceWaterHouseCoopersadvertisingrevenuestotaled$6.1billionforthefourthquarterof2008,anincreaseoverthepreviousyearevenduringaneconomicrecession.Ofthis,banneradvertisinga
5、ccountedforthesecondlargestpieceofthisrevenue,followingsearchrevenuewith21percentofthetotalmarket.Searchrevenuetypicallyusesthekeywordsenteredbytheusertomatchagainstkeywordswhichhavebeenpurchasedbyanadvertiser.Thisisastrictmatch-advertiserswhowishtocoversynonymsorhyponymsofapar
6、ticularkeywordwillpurchaseadditionalkeywords.Sinceadvertisersonlypayperimpression,orperclick,thereisnopenaltytocoveringwiderangesofkeywords.Thesimplematchingofkeywordsenteredbyauser,andkeywordspurchasedbyanadvertisermakesiteasytounderstand,andhenceapopularrouteforadvertisers.Ma
7、tchingbanneradvertstowebpagesisaharderproblem.Inthiscase,theentirecontentofthewebsite,andthecontextofthewebsitewhichholdsitmustbetakenintoaccount.Somesystems,suchasGoogleAdSense,attempttoextractthemostimportant(bysomeinformationretrievalmetric)keywordsfromthepage,andmatchtheset
8、okeywordsselectedbyanadvertiser[4].Thereisaverylowcost
