A Novel Approach to Keyword Extraction for Contextual Advertising

Online advertising has now turned to be one of the major revenue sources for today´s Internet companies. Among the different channels of advertising, contextual advertising takes the great part. There are already lots of studies done for the keyword extraction problem in contextual advertising for English, however, little has been conducted for Chinese, which is mainly different from English linguistically. In this paper, we focus on the problem of Chinese advertising keywords extraction and propose a novel approach based on the idea of classification. We adopt C4.5 as the classifier model and select appropriate features with Chinese linguistic characteristic taken into consideration. The experimental results indicate that our approach is promising.