Content specific coverage patterns for banner advertisement placement

In banner advertisement scenario, advertiser expects his advertisement should be displayed to certain percentage of visitors. He also expects the advertisement to be relevant to the content of web page. On the other hand, to generate more revenue for a given website, publisher has to meet the coverage demands of several advertisers by providing appropriate sets of pages. Coverage patterns (CPs) are a set of web pages visited by certain percentage of visitors. The model of CPs does not reflect the real world scenario as they do not capture the aspect of relevance of web pages to the advertisement. In this paper, we propose a model of content-specific CPs and a methodology to extract content-specific CPs from click-through data, given keywords describing every web page. Content-specific CP is a set of web pages visited by certain percentage of users interested in particular content of the web pages. Experimental results show that the proposed model extracts CPs relevant to the topics of interest of advertiser over the previous model.