(A) new online ad model for UGC based on qualitative social tagging

Abstract

The purpose of this research is to propose and evaluate the possibility of `A New Online Ad Model for UGC Based on Qualitative Social Tagging`. Qualitative social tagging is a collaborative tagging related to users` participations in internet contents. In addition, the word tag describes items, such as URLs, videos, photos and other various forms of internet contents. This research identifies problems with the existing UGC ad model, especially contents based model, moreover, proposes `Social Tagging` and `Qtag methodology` as alternatives to resolve the existing problems. The current UGC ad models have two problems when exposing ads related to customer`s interests or context of UGCs. First problem is that there are no standards to classify and expose proper ad related to contexts of each UGC. Thus, in an imperfect way, many service providers try to offer customized ads which are initially classified and exposed by site`s categories, such as `news` or `entertainment`. Although, `Tag` can be more useful tool than categorized classification for internet describing contents, UGC service providers are not capable of using subjective tags as standards for advertising, due to directly related issue of advertising models and financial concerns. Another critical problem of `UGC Ads` is about discrimination between the contents of `positive and negative implications. Based on the questions on the existing UGC ads and methodologies to improve them, `A New Online Ad Model for UGC, based on Qualitative Social Tagging` will be established.