Language Model Mixtures for Contextual Ad Placement in Personal Blogs

We introduce a method for content-based advertisement selection for personal blog pages, based on combining multiple representations of the blog. The core idea behind the method is that personal blogs represent individuals, whose interests can be modeled by the language used in the blog itself combined with the language used in related sources of information, such as comments posted to a blog post or the blogger’s community. An evaluation of our ad placement method shows improvement over state-of-the-art ad placement methods which were not designed for blog pages.

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