Several communities from Sentiment Analysis and Internet Advertising domains have engaged themselves to conduct relevant conferences/workshops/symposiums in their respective fields. The particular goal of this workshop is to establish a knowledge bridgebetween these two communities i.e. Ad Scientists and Sentiment Analysis researchers, and to discuss future directions and challenges in research and development. We expect the workshop to help develop a new multi-disciplinary community of researchers who are interested in these areas, and yield future collaboration and exchanges.
Online advertising is a rapidly growing, multi-billion dollar industry. In the past two decades it has grown at least an order of magnitude faster than advertising in other media. According to the Global Online Advertising Spending Statistics the total internet advertisers spend in 2012 is estimated at over 94.2 billion dollars and the prediction is it will reach to 132 billion dollar by the end of 2014.
The dramatic growth of Internet advertising poses great challenges to the information retrieval community and calls for new technologies to be developed. Internet advertising is a complex problem. It has different formats, including search advertising, display advertising, social network advertising, in app/game advertising. It contains multiple parties (i.e., advertisers, users, publishers, and ad platforms such as ad exchanges), which interact with each other harmoniously but exhibit a conflict of interest when it comes to risk and revenue objectives.
To deliver contextual ads, most existing advertising systems conventionally adopt simple keyword-matching-based advertising method, however, which may not be effective to match appropriate ads against affective contents of the current article/web-page and end user’s needs. For example, a blog written by someone who is complaining on the quality of Sony cameramight trigger an ad of Sony Camera again since this ad matches the topicof the article quite well. Another contrary example is that in casethat the blogger expresses in his article that he is quite satisfiedwith his recently bought BMW; an ad of BMW might also beplaced on the page. In both situations, the blogger will getdisturbed: in the first case the promoted ad is just what he iscomplaining on while it seems to be needless for him in the second case. In both examples, the mismatch arises from the factthat the placement of ads fails to meet users’ actual needs due tothe lack of analysis into the sentiment of users, i.e. their attitudestowards topics. .