This document is designed as being a simple but comprehensive introductory publication for anybody trying to get into the Semantic Web: from beginners through to long time hackers.
The Elsevier Grand Challenge: Knowledge Enhancement in the Life Sciences is a contest created to improve the way scientific information is communicated and used. The contest invites members of the scientific community to describe and prototype a tool to improve the interpretation and identification of meaning in (online) journals and text databases relating to the life sciences. Specifically we are looking for new ways to:
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.
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.