Implementing "Bottom of the Page"
by Vikas Kamat
First Online: March 01, 2004
Note: Bottom of the Page™ is a trademark of Amazon.com
After Amazon.com implemented Bottom of the Page feature showing relevant, but non-intrusive advertisements, I thought we could also add the same feature and we implemented what we then called Kamat eXtra (since the Bottom-of-the-Page name was already trademarked).
Soon after, text-advertisements became fashionable and effective and suddenly we had advertisers wanting to place text ads on Kamat.com. The following is a discussion of our technology and some wisdom on implementing your own "Bottom of the Page™"
"More Like This" Technology
MLT (More-Like-This) features are not so easy to implement if they are conceived as afterthought to creation of content. In our content management system (CMS), we use keywords to associate and group related content and pictures. But there is much more to MLT than simple keyword based associations.
We started Kamat eXtra as a project to develop associative technology and tools that will suggest products and links based not on human intelligence, but based in acquired heuristics. But soon we realized that the commercial interests would collide with the academic interests of this effort, and decided to rank a sponsor higher than the computed value of the suggested link.
Some of the parameters to we considered were:
Text Advertisements on Kamat.com
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