Query log data for ad targeting
A WWW2006 paper out of Microsoft Research, "Finding Advertising Keywords on Web Pages" (PDF), claims that query log data is particularly useful for ad targeting.
Specifically, the researchers extracted from MSN query logs the keywords some people used to find a given page. They tested using that as one of many features for ad targeting. In their results, it was one of the most effective features.
Very interesting. It has always been harder to target ads to content than to search results because intent is much less clear.
By using the query log data in this way, the researchers were effectively using the intent of the searchers that arrived at the page as a proxy for the intent of everyone who arrived at the page.
Free Downloads and Links - ODBMS.ORG was created to serve faculty and students at educational and research institutions as well as OO software developers in the open source community or at commercial companies.
B. Berendt, A. Hotho, and G. Stumme. Web Semantics: Science, Services and Agents on the World Wide Web, 8 (2-3):
95 - 96(2010)Bridging the Gap--Data Mining and Social Network Analysis for Integrating Semantic Web and Web 2.0; The Future of Knowledge Dissemination: The Elsevier Grand Challenge for the Life Sciences.
G. Gottlob, C. Koch, R. Baumgartner, M. Herzog, and S. Flesca. Proceedings of the Twenty-third ACM SIGACT-SIGMOD-SIGART Symposium
on Principles of Database Systems, June 14-16, 2004, Paris, France, page 1-12. ACM, (2004)
A. Arasu, and H. Garcia-Molina. Proceedings of the 2003 ACM SIGMOD International Conference on Management of Data, San Diego, California, USA, June 9-12, 2003, page 337-348. ACM, (2003)
A. Maedche, A. Hotho, and M. Wiese. Data Warehousing and Knowledge Discovery, Second International Conference, DaWaK 2000, London, UK, volume 1874 of LNCS, page 258-264. Springer, (2000)
S. Simoff. Proceedings of the MDKM/KDD2000 Workshop on
Multimedia Data Mining, page 104--109. www.cs.ualberta.ca/~zaiane/mdm\_kdd2000/mdm00-15.pdf, (2000)
U. Fayyad, G. Piatetsky-Shapiro, and P. Smyth. chapter From data mining to knowledge discovery: an overview, American Association for Artificial Intelligence, Menlo Park, CA, USA, (1996)