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Proceedings Paper

Contextual advertisement placement in printed media
Author(s): Sam Liu; Parag Joshi
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Paper Abstract

Advertisements today provide the necessary revenue model supporting the WWW ecosystem. Targeted or contextual ad insertion plays an important role in optimizing the financial return of this model. Nearly all the current ads that appear on web sites are geared for display purposes such as banner and "pay-per-click". Little attention, however, is focused on deriving additional ad revenues when the content is repurposed for alternative mean of presentation, e.g. being printed. Although more and more content is moving to the Web, there are still many occasions where printed output of web content is desirable, such as maps and articles; thus printed ad insertion can potentially be lucrative. In this paper, we describe a contextual ad insertion network aimed to realize new revenue for print service providers for web printing. We introduce a cloud print service that enables contextual ads insertion, with respect to the main web page content, when a printout of the page is requested. To encourage service utilization, it would provide higher quality printouts than what is possible from current browser print drivers, which generally produce poor outputs, e.g. ill formatted pages. At this juncture we will limit the scope to only article-related web pages although the concept can be extended to arbitrary web pages. The key components of this system include (1) the extraction of article from web pages, (2) the extraction of semantics from article, (3) querying the ad database for matching advertisement or coupon, and (4) joint content and ad layout for print outputs.

Paper Details

Date Published: 10 February 2010
PDF: 6 pages
Proc. SPIE 7540, Imaging and Printing in a Web 2.0 World; and Multimedia Content Access: Algorithms and Systems IV, 754003 (10 February 2010); doi: 10.1117/12.839092
Show Author Affiliations
Sam Liu, Hewlett-Packard Labs. (United States)
Parag Joshi, Hewlett-Packard Labs. (United States)

Published in SPIE Proceedings Vol. 7540:
Imaging and Printing in a Web 2.0 World; and Multimedia Content Access: Algorithms and Systems IV
Theo Gevers; Qian Lin; Raimondo Schettini; Zhigang Fan; Cees Snoek, Editor(s)

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