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A key source of revenue for the media and entertainmentdomain isad targeting: serving advertisements to a select set of visitorsbased on various captured visitor traits. Compared to global media com-panies such as Google and Facebook that aggregate data from varioussources (and the privacy concerns these aggregations bring), local compa-nies only capture a small number of (high-quality) traits and retrieve anunbalanced small amount of revenue. To increase these local publishers’competitive advantage, they need to join forces, whilst taking the visi-tors’ privacy concerns into account. The EcoDaLo consortium, located in Belgium and consisting of Adlogix, Pebble Media, and Roularta MediaGroup as founding partners, aims to combine local publishers’ data without requiring these partners to share this data across the consortium.Usage of Semantic Web technologies enables a decentralized approachwhere federated querying allows local companies to combine their captured visitor traits, and better target visitors, without aggregating alldata. To increase potential uptake, technical complexity to join this consortium is kept minimal, and established technology is used where possible. This solution was showcased in Belgium which provided the participating partners valuable insights and suggests future research challenges. Perspectives are to enlarge the consortium and provide measurable impact in ad targeting to local publishers.

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MLA
Lieber, Sven, et al. “EcoDaLo : Federating Advertisement Targeting with Linked Data.” Semantic Systems : In the Era of Knowledge Graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings, vol. 12378, Springer, 2020, pp. 87–103, doi:10.1007/978-3-030-59833-4_6.
APA
Lieber, S., De Meester, B., Verborgh, R., & Dimou, A. (2020). EcoDaLo : federating advertisement targeting with linked data. In Semantic systems : in the era of knowledge graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings (Vol. 12378, pp. 87–103). Online (Amsterdam, The Netherlands): Springer. https://doi.org/10.1007/978-3-030-59833-4_6
Chicago author-date
Lieber, Sven, Ben De Meester, Ruben Verborgh, and Anastasia Dimou. 2020. “EcoDaLo : Federating Advertisement Targeting with Linked Data.” In Semantic Systems : In the Era of Knowledge Graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings, 12378:87–103. Springer. https://doi.org/10.1007/978-3-030-59833-4_6.
Chicago author-date (all authors)
Lieber, Sven, Ben De Meester, Ruben Verborgh, and Anastasia Dimou. 2020. “EcoDaLo : Federating Advertisement Targeting with Linked Data.” In Semantic Systems : In the Era of Knowledge Graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings, 12378:87–103. Springer. doi:10.1007/978-3-030-59833-4_6.
Vancouver
1.
Lieber S, De Meester B, Verborgh R, Dimou A. EcoDaLo : federating advertisement targeting with linked data. In: Semantic systems : in the era of knowledge graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings. Springer; 2020. p. 87–103.
IEEE
[1]
S. Lieber, B. De Meester, R. Verborgh, and A. Dimou, “EcoDaLo : federating advertisement targeting with linked data,” in Semantic systems : in the era of knowledge graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings, Online (Amsterdam, The Netherlands), 2020, vol. 12378, pp. 87–103.
@inproceedings{8678510,
  abstract     = {{A key source of revenue for the media and entertainmentdomain isad targeting: serving advertisements to a select set of visitorsbased on various captured visitor traits. Compared to global media com-panies such as Google and Facebook that aggregate data from varioussources (and the privacy concerns these aggregations bring), local compa-nies only capture a small number of (high-quality) traits and retrieve anunbalanced small amount of revenue. To increase these local publishers’competitive advantage, they need to join forces, whilst taking the visi-tors’ privacy concerns into account. The EcoDaLo consortium, located in Belgium and consisting of Adlogix, Pebble Media, and Roularta MediaGroup as founding partners, aims to combine local publishers’ data without requiring these partners to share this data across the consortium.Usage of Semantic Web technologies enables a decentralized approachwhere federated querying allows local companies to combine their captured visitor traits, and better target visitors, without aggregating alldata. To increase potential uptake, technical complexity to join this consortium is kept minimal, and established technology is used where possible. This solution was showcased in Belgium which provided the participating partners valuable insights and suggests future research challenges. Perspectives are to enlarge the consortium and provide measurable impact in ad targeting to local publishers.}},
  author       = {{Lieber, Sven and De Meester, Ben and Verborgh, Ruben and Dimou, Anastasia}},
  booktitle    = {{Semantic systems : in the era of knowledge graphs, 16th International Conference on Semantic Systems, SEMANTiCS 2020, Proceedings}},
  isbn         = {{9783030598327}},
  issn         = {{0302-9743}},
  language     = {{eng}},
  location     = {{Online (Amsterdam, The Netherlands)}},
  pages        = {{87--103}},
  publisher    = {{Springer}},
  title        = {{EcoDaLo : federating advertisement targeting with linked data}},
  url          = {{http://dx.doi.org/10.1007/978-3-030-59833-4_6}},
  volume       = {{12378}},
  year         = {{2020}},
}

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