Khóa luận On the analysis of large-scale datasets towards online contextual advertising

TABLE OF CONTENT Introduction . 1 Chapter 1. Online Advertising . 3 1.1. Online Advertising:An Overview.3 1.1.1. Growth and Market Share .3 1.1.2. Advertising Categories.5 1.1.3. Payment Methods.7 1.2. Online ContextualAdvertising .8 1.2.1. Advertising Network.8 1.2.2. Contextual Matching & Ranking – Related Works .10 1.3. Challenges.14 1.4. Key Idea and Approach .14 1.5. Main Contribution.15 1.6. Chapter Summary. 15 Chapter 2. Online Advertising in Vietnam. 17 2.1. An Overview.17 2.1.1. Market Share .17 2.1.2. Advertising Categories.18 2.2. Untapped Resourcesand Markets .19 2.2.1. Rapidly Growing E-Commerce System.19 2.2.2. Explosion of Online Communities and Social Networks .20 2.2.3. Proliferation of News Agencies and Web Portals.20 2.3. Emergence of Advertising Networks: A Long-term Vision.21 Chapter 3. Contextual Matching/Advertising with Hidden Topics: A General Framework. 24 3.1. Main Componentsand Concepts .25 3.2. Universal Dataset .26 3.3. Hidden Topic Analysis and Inference .26 3.4. Matching and Ranking.27 3.5. Main Advantages of the framework .28 3.6. Chapter Summary .29 Chapter 4. Hidden Topic Analysis ofLarge-scale Vietnamese Document Collections. . 31 4.1. Hidden Topic Analysis .31 4.1.1. Background .31 4.1.2. Topic Analysis Models .32 4.1.3. Latent Dirichlet Allocation (LDA) .33 4.2. Process of Hidden Topic Analysis of Large-scale Vietnamese Datasets .37 4.2.1. Data Preparation.37 4.2.2. Data Preprocessing.37 4.3. Hidden Topic Analysis of VnExpress Collection.38 4.4. Chapter Summary .40 Chapter 5. Evaluationand Discussion. 41 5.1. Experimental Data .41 5.2. Parameter Settings and Evaluation Metrics .43 5.3. Experimental Results .49 5.4. Analysis and Discussion .53 5.5. Chapter Summary .54 Chapter 6. Conclusions . 55 6.1. Achievements and Remaining Issues .55 6.2. Future Work .56

TABLE OF CONTENT

Introduction . 1

Chapter 1. Online Advertising . 3

1.1. Online Advertising:An Overview.3

1.1.1. Growth and Market Share .3

1.1.2. Advertising Categories.5

1.1.3. Payment Methods.7

1.2. Online ContextualAdvertising .8

1.2.1. Advertising Network.8

1.2.2. Contextual Matching & Ranking – Related Works .10

1.3. Challenges.14

1.4. Key Idea and Approach .14

1.5. Main Contribution.15

1.6. Chapter Summary. 15

Chapter 2. Online Advertising in Vietnam. 17

2.1. An Overview.17

2.1.1. Market Share .17

2.1.2. Advertising Categories.18

2.2. Untapped Resourcesand Markets .19

2.2.1. Rapidly Growing E-Commerce System.19

2.2.2. Explosion of Online Communities and Social Networks .20

2.2.3. Proliferation of News Agencies and Web Portals.20

2.3. Emergence of Advertising Networks: A Long-term Vision.21

Chapter 3. Contextual Matching/Advertising with Hidden Topics: A General

Framework. 24

3.1. Main Componentsand Concepts .25

3.2. Universal Dataset .26

3.3. Hidden Topic Analysis and Inference .26

3.4. Matching and Ranking.27

3.5. Main Advantages of the framework .28

3.6. Chapter Summary .29

Chapter 4. Hidden Topic Analysis ofLarge-scale Vietnamese Document

Collections. . 31

4.1. Hidden Topic Analysis .31

4.1.1. Background .31

4.1.2. Topic Analysis Models .32

4.1.3. Latent Dirichlet Allocation (LDA) .33

4.2. Process of Hidden Topic Analysis of Large-scale Vietnamese Datasets .37

4.2.1. Data Preparation.37

4.2.2. Data Preprocessing.37

4.3. Hidden Topic Analysis of VnExpress Collection.38

4.4. Chapter Summary .40

Chapter 5. Evaluationand Discussion. 41

5.1. Experimental Data .41

5.2. Parameter Settings and Evaluation Metrics .43

5.3. Experimental Results .49

5.4. Analysis and Discussion .53

5.5. Chapter Summary .54

Chapter 6. Conclusions . 55

6.1. Achievements and Remaining Issues .55

6.2. Future Work .56