=Paper= {{Paper |id=Vol-2386/paper4 |storemode=property |title=Heterogeneous Data with Agreed Content Aggregation System Development |pdfUrl=https://ceur-ws.org/Vol-2386/paper4.pdf |volume=Vol-2386 |authors=Lyubomyr Chyrun,Agnieszka Kowalska-Styczen,Yevhen Burov,Andrii Berko,Andrii Vasevych,Irina Pelekh,Yuriy Ryshkovets |dblpUrl=https://dblp.org/rec/conf/momlet/ChyrunKBBVPR19 }} ==Heterogeneous Data with Agreed Content Aggregation System Development== https://ceur-ws.org/Vol-2386/paper4.pdf
    Heterogeneous Data with Agreed Content Aggregation
                   System Development

Lyubomyr Chyrun[0000-0002-9448-1751]1, Agnieszka Kowalska-Styczen[0000-0002-7404-9638]2,
Yevhen Burov[0000-0001-8653-1520]3, Andrii Berko[0000-0001-6756-5661]4, Andrii Vasevych[0000-
  0003-4338-107X]5
                  , Irina Pelekh[0000-0002-3769-6844]6, Yuriy Ryshkovets[0000-0001-5831-4000]7
                           1
                             IT Step University, Lviv, Ukraine
                    2
                  Silesian University of Technologyty, Gliwice, Poland
                3-7
                    Lviv Polytechnic National University, Lviv, Ukraine
     chyrunlv@gmail.com1, Agnieszka.Kowalska-Styczen@polsl.pl2,
          Yevhen.V.Burov@lpnu.ua3, Andrii.Y.Berko@lpnu.ua4,
         andriy.vasevych@gmail.com5, i.pelekh.i@gmail.com6,
                                                                7
                         Yuriy.V.Ryshkovets@lpnu.ua



       Abstract. A web-based service for the automation of contextual advertising
       management in Google AdWords system are developed. An analysis of the
       Internet advertising market, the vector of its development and the latest user
       needs are solved. Literary sources for deepening the knowledge about contex-
       tual advertising is analyzed. A few competing systems are found and analyzed,
       their deficiencies and advantages are determined. Conceptual model of the pro-
       viding recommendations informational system on advertising services through
       Advertising Services is constructed. The set of potential software solutions and
       methods for the implementation of this system are analyzed. Among the advan-
       tages and disadvantages of each one the optimal solutions for implementing the
       system are shown and their choice is grounded. A web-based service for auto-
       mating contextual advertising is designed.


       Keywords: content, Advertising Services, Internet advertising market, contex-
       tual advertising, contextual advertising, advertising campaign, computer sci-
       ence, information technology, Google AdWords, web service, information re-
       source, statistical analysis, intelligent system, median filtration, international
       scientific, automation system, advertising service, web page, search engine,
       contextual advertising management, contextual advertising automation, adver-
       tising campaign creating, Google AdWords system, automated management in-
       formation system, electronic content commerce system, search result, agreed
       content aggregation system, enterprise technology, online advertising.


1      Introduction

Due to the fact the number of Internet users is growing every year, one of the most
effective forms of advertising at the present time is Internet advertising [1]. Internet in
the eyes of users is a source of heterogeneous information and, therefore, advertising,
given in time and at the right place, is seen as an answer to the user’s question [2].
Relevance of the work is that many organizations active enter in and out of the Inter-
net, create their websites or use other means of online advertising, one type of which
is contextual advertising [3]. Unlike conventional advertising online advertising has
several advantages: the possibility of rapid analysis and correction of advertising
campaign, interactivity (possibility to connect consumers with the advertiser for mak-
ing an order directly through the Internet), the constant growth of the audience, rela-
tively low cost, the possibility of targeting [4]. Contextual advertising – is a new, very
efficient and promising form of online advertising, where messages are placed in a
thematic context, thus ensuring precise hitting the target audience [5]. The effective-
ness of contextual advertising has long been proven in practice [6]. The basis of effi-
ciency is guaranteed when you buy targeted traffic contextual advertising [7]. That is,
if the resource is not advertised and there are a few visitors of the site, contextual
advertising, situated on search systems sites and on partner sites, will lead visitors [8].
The advertiser pays for this targeted traffic flow [9]. The advantages include a small
budget for an advertising campaign and the opportunity to compose and edit your
contextual ads [10]. Contextual advertising allows you to quickly and accurately de-
termine the demand [11]. There are special services that are designed for this [12].
Determination of demand is very important at the campaign start [13]. Another posi-
tive point is the price immediate determining of every search query that allows you to
calculate the advertising campaign cost and its validity period [14]. Over the time,
advertiser improves conversion of the site and enters stable value of advertising costs
and profit level, when he picks up more effective advertising texts [15].
    The aim of this work is to develop an information system for advertising cam-
paigns creating and for contextual advertising automation.
    For the work execution the following tasks have been set:
   The contextual advertising basic concepts and principles analyzing;
   The need to create a web service for managing contextual advertising providing;
   The contextual advertising existing management systems review conducting;
   The software development and database management system identifying;
   Web service for managing contextual advertising system in Google AdWords
    system designing and developing.
   The research object is the process of context advertising management in Google
AdWords system. The research subject is automation of contextual advertising. Prac-
tical value is automation system of contextual advertising. There are many similar
systems for conducting advertising campaigns, services. Many of those systems have
an excess of functional elements that mostly aren’t used by ordinary users. Exactly
this system has comfortable and intuitive interface for both professionals and ordinary
users.
2       Analytical review of literary and other sources

2.1     Basic Principles of the Study
Contextual advertising – is a type of Internet advertising in which an advertisement
corresponds to the web page content, on which it is located and which it is visited by
internet users [16]. At the same time, it can be placed as a banner or a text message
[17]. Contextual advertising is divided into [18]:
     Thematic (contextual, context-depended). Context-depended ads appear on the-
      matic sites in the context of the content page. This is possible through usage of
      the special software that analyzes the pages content and displays the promotional
      materials (banners, text ads, strictly in accordance with the information available
      on the thematic site) [19].
     Searching advertising. This is a special type of contextual advertising, which is
      used in search engines [20]. The difference between thematic and searching is in
      that the selection placed advertisements determined by the user’s search [21].
      Payment of the search advertising can be based on different principles: the im-
      pressions of advertising messages, the number of times users click the search en-
      gine, auction-based keywords [22].
The most optimal way to attract visitors to your site via contextual advertising is work
with keywords. In Google there is a special service on the selection of keywords [23-
26]. Then, based on selected keywords, advertising is created that will be displayed in
the search [27]. Then, based on selected keywords and created ads a unique article on
the site is written. Moreover, the article should match the text that will be in the ad.
Thus, the algorithm is reduced to three steps: selection of keywords, compiling ads,
unique content writing [28]. The user searches in the web product or service on cer-
tain search queries and key phrases [29]. Further search engine using these keywords
gives the result of the request [30]. Contextual advertising is displayed between the
search line and the issuance of search engine results and on the right side of the page
[31]. Payment for contextual advertising is carried out when user cross on the website.
Cost is determined by an auction principle. The higher costs are spent for advertising,
the higher the advertisement will be. The cost of crossing depends on various factors,
such as on the ads subject [32]. The main value is that these ads appear on the first
page of search results and are visible to users who search on a particular request, and
no one more. So it turns out that contextual advertising that is tied to an advertisement
keyword phrases are determined by its author, and placed in an advantageous posi-
tion, which ultimately gives positive results for the business.
    The value of contextual advertising is that it is trading, that is, advertising of lim-
ited and specific trade proposals. It is so efficient compared to other means of adver-
tising – it just “catch” those who already had come to the store. This is a huge advan-
tage of contextual advertising. Contextual advertising services [33-37]:
     Yandex. Direct – contextual service, most popular Russian-language search en-
      gine. It is considered as a leader in the performance of other contextual advertis-
      ing systems due to the fact because Yandex has the largest audience among all
      other search tools in Runet. For this reason, search, contextual advertising in
      Yandex – is currently a tool that enables the fastest return. At the same time
      moderating Yandex site-partners advertising network is quite tough. Require-
      ments for attendance, unique content, and so on. e., made by Yandex, on the one
      hand, guarantee the quality of the sites from which the crossing will take place,
      and on the other hand, close the road for the partners of sites, whose attendance
      does not reach the necessary level.
     AdWords | AdSense from Google – the system of contextual advertising with the
      largest worldwide audience girth. It is first in the world by popularity. For the
      Ukrainian advertising it is often used as an aid directed primarily to display con-
      textual ads on Google search results. However, AdSense advertising network in
      Ukraine is quite wide spread and liberal to the participating sites.


2.2     Advantages and disadvantages of contextual advertising
The main advantage of contextual advertising from other advertising is that it doesn’t
distract the user from his main interest, but accompany him and gives, what interested
him now, this is so-called rule of relevance [1-9].
   Advantages of contextual advertising [30-33]:
     Payment only for clicks– the advertiser pays only for clicks on its website, for
      impressions payment is not taken;
     Flexibility option – for the campaign by more than 20 different parameters that
      can be adjusted for specific tasks advertiser;
     Minimum budget – for starting using Google AdWords budget required mini-
      mum of 0.01 cents;
     Rapid effect – the first website, that you click get a few hours after the launch of
      the campaign;
     Detailed analytics – AdWords has great analytical system that allows you to
      make smarter contextual advertising.

Along with the benefits of contextual advertising there are drawbacks, main includes:
     Inefficiency in some areas – advertising will useless if the product or service is
      not looking on the Internet, such as a grocery store or output to market a new
      product that is not yet known, for example, the new “gadget”;
     High cost of clicks – is the competitive business areas where the cost of clicks by
      keyword reaches the maximum possible value;
     Constant adjustment – using the Google AdWords auction system shows the
      situation of change ads display in real time, so you need to constantly monitor the
      rates and parameters of the campaign.
2.3     Analysis of the known means of solving the problem
In the course of this thesis the modern information automation of content is analyzed,
defined by their functionality, advantages and disadvantages. Among the most com-
mon automation systems of contextual advertising include the following: Marin Soft-
ware, HTraffic, Origami, Alytics, Begun.
1. Marin Software - management service of contextual advertising. The interna-
tional system of automatic control of advertising campaigns. It is the leading system
services of which the world’s largest agencies and advertisers use. The main advan-
tage of the system is the model predictive control rates. This tool allows you to start
working with a small amount of conversion data. Flexible settings of Marin Software
help to quickly work rates and optimize ad campaigns at any time intervals. In addi-
tion, the platform is integrated with social networks and connects to any channels and
data sources, including offline and conversion metrics. Advantages:
     Predictive control rates model. It is based on the general laws of contextual ad-
      vertising. It works directly with the entire pool of requests, including low fre-
      quency. The result allows reducing financial and time costs;
     Working with low-frequency queries. The ability to use a summary statistic re-
      quests for certain groups of low-frequency queries. Most conversion requests that
      are relatively inexpensive and will be displayed and profitable;
     Counter and statistics. Own counter is capable to receive all the information
      about the goods sold: name, SKU, number of units, total cost, and more. It is pos-
      sible to connect any external statistics. Built-in integration with Google Ana-
      lytics, Omniture and Yandex;
     Starting and stopping of the campaigns on schedule. Instead of changing rates in
      the current campaign to launch a new, raising or lowering rates. Seasonal cam-
      paigns can be planned and put them on the time frame for several years to come;
     Flexible system configuration. Setting to limit the maximum and minimum posi-
      tions, restricting step for raising and lowering the rate, etc;
     Recording of offline conversions. Integrated Call Tracking tracks data on phone
      calls for Yandex and Google AdWords.

Disadvantages are no free fare.
2. Management contextual advertising HTraffic service. Free service for contex-
tual advertising managing in Yandex and Google AdWords. Service allows you to
bypass the “pitfalls” of these systems, so users can save time and money. According
creators service words, HTraffic allows 5-7 times to expedite campaign management
and clicks by 45% without increasing costs. Unique algorithm to search via keywords
is 10-20 times faster than similar tools. The service also provides summary statistics
for both systems. Advantages:
     Automatic generator of advertising campaigns with enhanced management and
      control;
     Automated conversion optimizer, which uses complex algorithms to maximize
      the efficiency of key parameters – LTV, ROI, revenues, profits and others.
Disadvantages is complex functional for the average user.
3. Automation system of Origami contextual advertising. The system is designed
to improve contextual advertising optimizers and reduce labor costs. Origami allows
to manage centrally by accounts Yandex, Google AdWords and Yandex Market from
one interface. The system is equipped with many useful tools for organization and
analysis of advertising campaigns:
   Automated Conversion Optimizer, which uses complex algorithms to maximize
    the efficiency of key parameters – LTV, ROI, revenues, profits and others;
   Comfortable interface for analyzing the effectiveness of advertising campaigns
    by data from Google Analytics, a telephone conversion data with their CRM ad-
    vertiser;
   Automatic generator of advertising campaigns with enhanced management and
    control;
   Management system in Yandex Market rates;
   Alert system “Intelligent Assistant”, which reports on broken links, errors UTM-
    tags and more.
Disadvantages is lack of intelligence transitions on advertising banner. According to
words of the platform creators, a large element of flexibility and adaptability to spe-
cific tasks is laid in it. The system will be useful at all levels of conducting an adver-
tising campaign to the level of operational planning and reporting.
4. Automation system of Analytics contextual advertising. Tools for optimizing
contextual advertising works in three directions: creation, management and analysis
of advertising campaigns. The system consists of several modules, each of which
automates specific process. Advantages:
   Continuous monitoring of sales for each key request, and the announcement by
    several statistic indicators;
   Monitoring of conversion and sales calls;
   Integration with CRM data analysis and its quality in terms of each key request
    ads;
   Customer value management optimizing through rates (CPA);
   Control rates for Yandex;
   Ads and Yandex Google AdWords generation in a special format that allows you
    to program shows.
Disadvantages is complex interface. The system is designed to help advertisers make
the most of investments into contextual advertising. Analytics not only optimizes
traffic from contextual advertising but increases sales by constant budget.
5. Begun - automation system of contextual advertising. Contextual advertising
auction payment system. One of the market leaders in online contextual advertising in
the UKRNET. Since 2010, the service is an authorized reseller of Google AdWords in
Ukraine, and in 2011 it became possible to place ads on “the Rambler” and through
Yandex. The basis of service laid down three basic principles: contextual, payment by
results and auction. Contextual is to show ads only to those Internet users who are
interested in the advertiser’s goods and services. This principle allows to attract those
potential buyers who are very likely to become real customers. The following princi-
ple is pay for results. Customer service can choose the most suitable option for them-
selves, pay per click to a site by calling the office or for a certain number of users
informed to help accurately determine the results of the campaign. The principle of
auction is to give the advertiser to choose the price independently. This advantage
allows you to run advertising services regardless of budget campaign. In addition,
Runner offers advertisers a wide range of products to promote on the Internet: text or
text-image ads on search and content sites, graphic banners, advertising on mobile
and in videos, geocontextual advertising. Advantages is contextual, comfortable inter-
face and geocontextual advertising. Disadvantages is a small functional.


3      Systems analysis of the research object

The main aim that is shown in Fig. 1 is the creation and implementation of automated
management information system of contextual advertising. From the main aim three
subsidiary branches are separated with the following sub-aims.




                                    Fig. 1. Goals tree
The first aim is for the development of algorithms responsible for the automation of
contextual advertising. In its turn, it is divided into two subtasks to create a panel for
system filling by the content, so-called “administration panel” and develop functional-
ity to handle incoming data. Administration panel should contain three main parts,
which are responsible for administering users, advertising campaigns and configura-
tion analytics. The second aim is for the realization of creating and launching the
campaign, which includes such tasks as an option under the company creating regime,
choosing a site and campaign start date, and their display. To select a site and start
dates includes sub-task inputting information announcement and entry or selection of
keywords. Under the third aim for a full system realization is the possibility of com-
munication between users, it will be ensured through discussions and leaving reviews
about the effectiveness of advertising. For this user registration and the opportunity to
fill in information should be realized. In this case, we have three external entity: a
user who interacts with the system, database, analytics and driving campaign.




                                 Fig. 2. Context Diagram

The user has the main role in the system, he is responsible of all system results, be-
cause he defines settings of contextual advertising and brings all data. For a more
detailed description with the main process of context diagram its decomposition is
realized (Fig. 3).




                     Fig. 3. Detailed context diagram of the first level
In this diagram system decomposition into subsystems such as search results, user
authentication, display advertising campaigns, generate proposals are realized. Each
of them receives distributed system data streams. Let’s consider more about obtaining
search results (Fig. 4). To create a campaign, the system aggregates the user’s query
and sends data to the next step to create the ad, which considers various kinds of cor-
rections such as filters. The next step is to make a request to Google AdWords. Obvi-
ously, the hierarchy of management tasks leads to the need of creating a hierarchical
control system. At each level should be ensured the maximum correspondence of
hardware characteristics to a given class of tasks. An abstract logical structure of the
task hierarchy (Fig. 5) allows you to see the dismemberment (decoding) for private
tasks. Thus, there is a hierarchy of tasks, so to speak, in a large-scale cut.




             Fig. 4. Detailed diagram of gaining the results of the second level




                          Fig. 5. Tree structure of tasks hierarchy
   The main task is contextual advertising realization automated system. It includes a
set of tasks shown on the second level of tasks tree hierarchy. As a result of main task
decomposition is divided into a set of more detailed tasks, let’s briefly describe them:
User authorization: includes a task associated with the system of authorization and
user authentication, further its aim is also new user registration.
   Creating a campaign, one of the key parts of the system, it is responsible for creat-
ing the campaign, depending on the set of factors that affect on the output result. It
has more difficulty understanding compared to other tasks on the same level, which is
shown in the tree. It includes such sub-tasks:
   User request aggregating. It understands a collection of all the information, as for
    the campaign and create compositions from these data;
   Generation of advertising campaign parameters – keyword selection and choice
    of optimal rates;
   Launch an advertising campaign on the Internet – provides data processing and
    transfer them in Google AdWords.
    Displaying of the current campaign is this task involves a display of earlier created
campaigns by users. Proposals generating is during campaign creation system gives
recommendations for more effective and optimal settings. The module of functioning
of automated management intelligent agent (IA) in information system of contextual
advertising (ISCA) activity was developed [21]. Let the IA be in the state S(0), there
is some information resource G. Before the IA there is a task P is to go to some target
state of Goal, using this resource and software knowledge stored in its ontology:
      G,O
 P : S0  Goal . The period of operation of the IA (r) is used to assess the states, and
for the actions, the cost of resources g for the transition from state to state.
   Then the formula for choosing alternatives is presented as:
                                        rjk
                              o(aijk )  k .                                          (1)
                                        gij
So for interaction of the ISCA with the consumer it is necessary to solve three sub-
tasks (identification, processing of the order, implementation of payments), the sec-
ond of which is divided into nine subtasks (the formation of a consumer basket, the
formation of proposals for shares, receipt of confirmation of the order from the con-
sumer, clarification of the methods payments, payment, clarification of delivery
methods, registration of the order, formation of a notice to the consumer about the
registration of the order). Alternative solutions are used to solve each subtask. For the
subtask of specifying the delivery methods you can choose one of three alternatives:
mail, courier, self delivery. Information is stored in the ontology of e-commerce [21].
   The rationality of activity planning is formulated as follows: how to maximize the
resulting ISCA effect with minimal cost, taking into account that:
   1) The main restrictive resource factor is the level of demand for goods and ser-
vices that a particular ISCA implements;
   2) The target economy effect received by the user of the IA from the functioning of
the ISCA and possible losses from its incorrect functioning;
   3) The costs of promoting the information resources of the ISCA are known and
determined by IT Internet marketing and SEO;
   4) Indicative terms of profitable functioning of the SEC for a specific category of
goods or services for known (specified) promotional and other measures by Internet
marketing tools and SEO technologies are known from expert assessments, norms,
forecasts, for example, based on Google Analytics and tools statistics Google
AdSense and Google AdWords.
   So for the subtype of the formation of sales for goods or the formation of shares for
the service in accordance with the forecasts for the decline in demand for them, the
following rule has been used: IF ((Ends the seasonal period) OR (The number of sales
is equal to or less than the threshold minimum) OR (The number of negative com-
ments is greater or equal or (The number of failures / returns is greater or equal to the
threshold minimum)) AND (There are no alternative solutions, goods or services) TO
(Block the sale of goods and formulate a request moderator on his replacement).
   Knowledge base (KB) details this rule through the system of refinement product
rules, constructed in accordance with the Rete algorithm. For IA, there is important
information that allows you to succeed in solving this problem, i.e.: information on
new types of alternative products or services that are more in demand among potential
customers; information on pricing policies for such alternative products in accordance
with the capabilities of regular consumers (target audiences) of this specific SEC;
information on more effective marketing technologies for the promotion of goods and
services through the information resource of the SEC. To search for this information,
analyze the information resources of the relevant ISCAs that have been in demand in
recent years. The results are written in the developed ontology using the SWRL rules.
In general, we get the following model of the problem:
                        N 1
                  
                 
                        
                         i 0
                              oi aijk  max,

                 r  r ,
                        e                                                            (2)
                  N 1
                  gijk  G,
                 
                  i 0
where r  min r j . The problem (2) can be solved by the method of functional equa-
             j
tions, which is suitable for solving dynamic programming tasks. The use of adaptive
ontologies in IA KB allows reducing the task of planning activities to the task of dy-
namic programming [21].


4      Technical characteristics of the selected software
       development

The operating system OS is a set of programs that provide a basic set of features to
manage computer hardware. OS is a link between applications and computer hard-
ware. The basic requirements for the operating system intended for use in the server
part of the program are:
   Full range of network technologies support (network equipment, protocols, ac-
    cess to remote resources and services, etc.);
   Multitasking;
   Multithreading;
   Multiplayer mode;
   Various hardware platforms support (64-bit processors, storage systems on hard
    disks, etc.);
   Extensibility;
   Security acceptable level (availability of identification, authentication, and audit
    mechanisms);
   License low cost.
The NetBeans IDE, a powerful PHP, HTML, CSS and JavaScript processing envi-
ronment, was chosen to implement the Web service. To develop the web service
server part, the programming language was selected - PHP5.3. To work with the data-
base was selected MySQL5. The client part is implemented using Hyper Text Markup
Language (HTML), JavaScript programming languages, jQuery libraries. To imple-
ment the function of the web service, the Google AdWords API is used.


5      Description of the created software

Software called “contextual advertising management platform” have been developed.
The purpose of this product is to help users create and run effective online advertising
campaigns thus to save their time and money.
   Functional restrictions are imposed on users with older versions of browsers, since
they do not support the latest standards used to develop this product. The database of
the web service consists of 8 tables. This system is developed as distributed, where
one part is responsible for displaying the data, the other for its processing, where the
existence of the first without the second does not make sense.
   The system contains sub-modules for processing, forming, validating data, and
logic of work with them. Due to well-chosen software implementations, software
solutions have a high degree of declarative, which makes it easy to understand execu-
table code and simplifies system development.
   You must run an executable web server before running the program locally or de-
ploy it on a dedicated server with a static IP address. If we launch the site locally, then
we need to open local host with the browser specified in the parameters of the port. If
the site is deployed on a dedicated server, we should open the server address or its
domain name in the browser. The entry point in the program can be both the main
page and the admin panel page. The “Contextual Advertising Automation” system
functions as a web page, and in order to take advantage of its capabilities, the user
must have a pre-installed browser, version of which is not younger than the version
released in 2014, in order to speed up all the functionality. The web page requires
permission to execute JavaScript scripts, as it is completely built on them. One of the
possible settings that a user must to do is to allow his location to be used to allow the
map service to display its approximate location. The service consists of two parts:
   The component responsible for displaying and working with users, that is, its
    system interface implemented under a web page;
   A component that acts as the heart of a system that implements the entire func-
    tionality and can connect to other interfaces such as mobile applications.
The service solves the problem of creating and maintaining advertising campaigns,
selecting key words and providing guidance on how to conduct a campaign. The ser-
vice functions correctly with browsers released in 2014 and later. Without permission
to run JavaScript scripts, the service will not be able to function. Requirements for the
technical characteristics of the device on which this service is used are the same as
browser requirements in this device. Service consists of two parts:
   Component responsible for displaying and working with people (the system inter-
    face implemented by a web page);
   Component that realizes all functionality and can connect themselves to other
    interfaces such as mobile applications.
This is a platform for contextual advertising automation. Services allows you to
automate all stages of working with contextual advertising: to create advertising cam-
paigns, review analytics and management, increase the effectiveness of contextual
advertising. Automated contextual advertising management system is designed to
increase the efficiency of working with advertising campaigns in Yandex.Direct,
Google.AdWords, VKontakte, and also with Yandex.Market stores.

   Bid management allows you to keep your desired ad positions in Yandex.Direct,
    Yandex.Market and VKontakte. Ad-hoc bid strategy at ad-level, keywords, mer-
    chandise and competitor price analysis;
   Manage the schedule of impressions. The system independently enables and dis-
    ables customer advertising campaigns;
   Automatic generation and copying of advertising campaigns. Also, the system
    tracks the change of information on the client's site and makes the necessary ad-
    justments in advertising campaigns;
   Monitor the progress of advertising campaigns. The system can track campaign
    performance metrics, inform about potential issues.




            Fig. 6. Report center                         Fig. 7. Service shop
The web service has two types of roles: administrator and user. Login to the web ser-
vice is carried out by the login and password issued by the service administrator.
Cabinet Administrator provides the following functions: view and edit existing users,
add new accounts Google AdWords, viewing and editing strategies, creating ad-
vanced (for a custom) strategy deployment.




            Fig. 8. Settings              Fig. 9. Advertising campaign creating




                     Fig. 10. Advertising campaign creating and setting




                               Fig. 11. Advertisement settings
       Fig. 12. Keywords selection                           Fig.13. Keyword bids setting




                                Fig. 14. Advertising budget settings

   The presence of different types of IA in ISCA increases in sales of goods and / or
services a regular user of 9%, the active involvement of unique visitors, potential
users and expanding the boundaries of the target and regional audience by 11%, page
views by 12%, time of visit information resources on 7% (Figure 15-24).




      b)
          Fig. 25. Statistical analysis of the visiting information resource victana.lviv.ua




     a)                                                b)
     a                                                                       b
          Fig. 16. Statistical analysis of the visits on the information resource tatjana.in.ua
                a                                                b
Fig. 17. Statistical analysis of the median filtration at interval 3: а – diagram of relations; b –
                                      graph of dependency




                a                                                b
Fig. 18. Statistical analysis of the median filtration at interval 15: а – diagram of relations; b –
                                       graph of dependency




                a                                                b
 Fig. 19. Statistical analysis of the median filtration for α = 0,1: а – diagram of relations; b –
                                       graph of dependency




                a                                                b
 Fig. 20. Statistical analysis of the median filtration for α = 0,3: а – diagram of relations; b –
                                       graph of dependency
                a                                                b
Fig. 21. Statistical analysis of the median filtration at w = 3: а – diagram of relations; b – graph
                                          of dependency




                a                                                b
  Fig. 22. Statistical analysis of the median filtration at w = 15: а – diagram of relations; b –
                                       graph of dependency




                    Fig. 23. Median smoothing at w = 15 for vgolos.com.ua




                             Fig. 24. Dendogram for vgolos.com.ua
6      Conclusions

In this paper heterogeneous data with agreed content aggregation system has been
developed. Disadvantages and advantages of similar systems have been analyzed. The
basic concepts and principles of contextual advertising work have been studied. The
need to create a web service for managing contextual advertising has been justified.
The research object system analysis has been conducted. A goal tree for implementa-
tion of automated management information system of contextual advertising has been
conducted. The interaction of the system with the external environment within the
DFD notation has been reflected. Software development tools and selected database
management system has been defined.
   Web services for managing contextual advertising in Google AdWords has been
designed and developed. Developed system is designed to maintain and automate
advertising campaigns, as well as advise on advertising services, which provides such
basic functions: admin panel for managing advertising campaigns; advertising cam-
paigns creation; campaign statistics grouping; groups of acquisitions creation; key-
word setting; keyword bidding; flexible budget management of the advertising cam-
paign. The ability to search for the necessary information, analyze and identify the
key features that are needed to develop the system has been improved.


References
 1. Vysotska, V., Fernandes, V.B., Emmerich, M.: Web content support method in electronic
    business systems. In: CEUR Workshop Proceedings, Vol-2136, 20-41 (2018)
 2. Vysotska, V., Hasko, R., Kuchkovskiy, V.: Process analysis in electronic content com-
    merce system. In: Proceedings of the International Conference on Computer Sciences and
    Information Technologies, CSIT 2015, 120-123 (2015)
 3. Vysotska, V., Lytvyn, V., Burov, Y., Berezin, P., Emmerich, M., Basto Fernandes, V.:
    Development of Information System for Textual Content Categorizing Based on Ontology.
    In: CEUR Workshop Proceedings, Vol-2362, 53-70 (2019)
 4. Korobchinsky, M., Vysotska, V., Chyrun, L., Chyrun, L.: Peculiarities of Content Forming
    and Analysis in Internet Newspaper Covering Music News, In: Computer Science and In-
    formation Technologies, Proc. of the Int. Conf. CSIT, 52-57 (2017)
 5. Kanishcheva, O., Vysotska, V., Chyrun, L., Gozhyj, A.: Method of Integration and Con-
    tent Management of the Information Resources Network. In: Advances in Intelligent Sys-
    tems and Computing, 689, Springer, 204-216 (2018)
 6. Pelekh I.I.: Principles of Mashup System Semistructured Data Processing. In: Computer
    Science and Information Technologies (CSIT’2018), 254-258 (2018)
 7. Su, J., Sachenko, A., Lytvyn, V., Vysotska, V., Dosyn, D.: Model of Touristic Information
    Resources Integration According to User Needs, 2018 IEEE 13th International Scientific
    and Technical Conference on Computer Sciences and Information Technologies, CSIT
    2018 – Proceedings 2, 113-116 (2018)
 8. Zhezhnych, P., Markiv, O.: Linguistic Comparison Quality Evaluation of Web-Site Con-
    tent with Tourism Documentation Objects. In: Advances in Intelligent Systems and Com-
    puting, 689, 656-667 (2018)
 9. Lytvyn, V., Sharonova, N., Hamon, T., Vysotska, V., Grabar, N., Kowalska-Styczen, A.:
    Computational linguistics and intelligent systems. In: CEUR Workshop Proceedings, Vol-
    2136 (2018)
10. Vasyl, Lytvyn, Victoria, Vysotska, Dmytro, Dosyn, Roman, Holoschuk, Zoriana,
    Rybchak: Application of Sentence Parsing for Determining Keywords in Ukrainian Texts.
    In: Computer Science and Information Technologies, Proc. of the Int. Conf. CSIT, 326-
    331 (2017)
11. Lytvyn, V., Vysotska, V.: Designing architecture of electronic content commerce system.
    In: Computer Science and Information Technologies, Proc. of the X-th Int. Conf.
    CSIT’2015, 115-119 (2015)
12. Basyuk, T.: The main reasons of attendance falling of internet resource. In: Proc. of the X-
    th Int. Conf. Computer Science and Information Technologies, CSIT’2015, 91-93. (2015).
13. Vysotska, V., Lytvyn, V., Burov, Y., Gozhyj, A., Makara, S.: The consolidated informa-
    tion web-resource about pharmacy networks in city, CEUR Workshop Proceedings, 239-
    255 (2018)
14. Gozhyj, A., Chyrun, L., Kowalska-Styczen, A., Lozynska, O.: Uniform Method of Opera-
    tive Content Management in Web Systems. In: CEUR Workshop Proceedings (Computa-
    tional linguistics and intelligent systems, 2136, 62-77. (2018).
15. Gozhyj, A., Vysotska, V., Yevseyeva, I., Kalinina, I., Gozhyj, V.: Web Resources Man-
    agement Method Based on Intelligent Technologies, Advances in Intelligent Systems and
    Computing, 871, 206-221 (2019)
16. Gozhyj, A., Kalinina, I., Vysotska, V., Gozhyj, V.: The method of web-resources man-
    agement under conditions of uncertainty based on fuzzy logic, 2018 IEEE 13th Interna-
    tional Scientific and Technical Conference on Computer Sciences and Information Tech-
    nologies, CSIT 2018 – Proceedings 1, 343-346 (2018)
17. Kravets, P.: The control agent with fuzzy logic, Perspective Technologies and Methods in
    MEMS Design, MEMSTECH'2010, 40-41 (2010)
18. Martin, D., del Toro, R., Haber, R., Dorronsoro, J.: Optimal tuning of a networked linear
    controller using a multi-objective genetic algorithm and its application to one complex
    electromechanical process. In: International Journal of Innovative Computing, Information
    and Control, Vol. 5/10(B), 3405-3414. (2009).
19. Lytvyn, V., Vysotska, V., Veres, O., Rishnyak, I., Rishnyak, H.: The Risk Management
    Modelling in Multi Project Environment.. In: Computer Science and Information Tech-
    nologies, Proc. of the Int. Conf. CSIT, 32-35 (2017)
20. Lytvyn, V., Vysotska, V., Pukach, P., Vovk, M., Ugryn, D.: Method of functioning of in-
    telligent agents, designed to solve action planning problems based on ontological ap-
    proach. In: Eastern-European Journal of Enterprise Technologies, 3/2(87), 11-17 (2017)
21. Lytvyn, V., Vysotska, V., Uhryn, D., Hrendus, M., Naum, O.: Analysis of statistical meth-
    ods for stable combinations determination of keywords identification. In: Eastern-
    European Journal of Enterprise Technologies, 2/2(92), 23-37 (2018)
22. Chyrun, L., Vysotska, V., Kis, I., Chyrun, L.: Content Analysis Method for Cut Formation
    of Human Psychological State, Proceedings of the 2018 IEEE 2nd International Confer-
    ence on Data Stream Mining and Processing, DSMP 2018, 139-144 (2018)
23. Lytvyn, V., Kuchkovskiy, V., Vysotska, V., Markiv, O., Pabyrivskyy, V.: Architecture of
    system for content integration and formation based on cryptographic consumer needs,
    2018 IEEE 13th International Scientific and Technical Conference on Computer Sciences
    and Information Technologies, CSIT 2018 – Proceedings 1, 391-395 (2018)
24. Rusyn, B., Lytvyn, V., Vysotska, V., Emmerich, M., Pohreliuk, L.: The Virtual Library
    System Design and Development, Advances in Intelligent Systems and Computing, 871,
    328-349 (2019)
25. Vysotska, V., Fernandes, V.B., Lytvyn, V., Emmerich, M., Hrendus, M.: Method for De-
    termining Linguometric Coefficient Dynamics of Ukrainian Text Content Authorship, Ad-
    vances in Intelligent Systems and Computing, 871, 132-151 (2019)
26. Lytvyn, V., Vysotska, V., Burov, Y., Demchuk, A.: Architectural ontology designed for
    intellectual analysis of e-tourism resources, 2018 IEEE 13th International Scientific and
    Technical Conference on Computer Sciences and Information Technologies, CSIT 2018 –
    Proceedings 1, 335-338 (2018)
27. Rusyn, B., Vysotska, V., Pohreliuk, L.: Model and architecture for virtual library informa-
    tion system, 2018 IEEE 13th International Scientific and Technical Conference on Com-
    puter Sciences and Information Technologies, CSIT, 37-41 (2018)
28. Lytvyn, V., Vysotska, V., Dosyn, D., Lozynska, O., Oborska, O.: Methods of Building In-
    telligent Decision Support Systems Based on Adaptive Ontology. In: International Confer-
    ence on Data Stream Mining and Processing, DSMP 2018, 145-150 (2018)
29. Chyrun, L., Kis, I., Vysotska, V., Chyrun, L.: Content monitoring method for cut forma-
    tion of person psychological state in social scoring, International Scientific and Technical
    Conference on Computer Sciences and Information Technologies, 106-112 (2018)
30. Lytvyn, V., Vysotska, V., Pukach, P., Nytrebych, Z., Demkiv, I., Senyk, A., Malanchuk,
    O., Sachenko, S., Kovalchuk, R., Huzyk, N.: Analysis of the developed quantitative
    method for automatic attribution of scientific and technical text content written in Ukrain-
    ian, Eastern-European Journal of Enterprise Technologies, 6(2-96), 19-31 (2018)
31. Lytvyn, V., Vysotska, V., Dosyn, D., Burov, Y.: Method for ontology content and struc-
    ture optimization, provided by a weighted conceptual graph, Webology, 15(2), 66-85
    (2018)
32. Lytvyn, V., Vysotska, V., Kuchkovskiy, V., Bobyk, I., Malanchuk, O., Ryshkovets, Y.,
    Pelekh, I., Brodyak, O., Bobrivetc, V., Panasyuk, V.: Development of the system to inte-
    grate and generate content considering the cryptocurrent needs of users, Eastern-European
    Journal of Enterprise Technologies 1(2-97), pp. 18-39 (2019)
33. Bezobrazov, S., Sachenko, A., Komar, M., Rubanau, V.: The Methods of Artificial Intelli-
    gence for Malicious Applications Detection in Android OS. In: International Journal of
    Computing, 15(3), 184-190. (2016)
34. Sachenko, A., Kochan, V., Turchenko, V.: Intelligent distributed sensor network. In: Pro-
    ceedings of the 15th IEEE Instrumentation and Measurement Technology Conference
    IMTC/98, St. Paul (USA), 60-66. (1998)
35. Kochan, R., Lee, K., Kochan, V., Sachenko, A.: Development of a dynamically repro-
    grammable NCAP. In: Proceedings of the IEEE Instrumentation and Measurement Tech-
    nology Conference, Como, Italy, 1188-1193. (2004)
36. Hiromoto, R. E., Sachenko, A., Kochan, V., Koval, V., Turchenko, V., Roshchupkin, O.,
    Yatskiv, V., Kovalok, K.: Mobile Ad Hoc Wireless Networkfor Pre- and Post-Emergency
    Situations in Nuclear Power Plant. In: Proceedings of the 2nd IEEE International Sympo-
    sium on Wireless Systems within the Conferences on Intelligent Data Acquisition and Ad-
    vanced Computing Systems, Offenburg, Germany, 92-96. (2014)
37. Lytvyn, V., Vysotska, V., Demchuk, A., Demkiv, I., Ukhanska, O., Hladun, V., Koval-
    chuk, R., Petruchenko, O., Dzyubyk, L., Sokulska, N.: Design of the architecture of an in-
    telligent system for distributing commercial content in the internet space based on SEO-
    technologies, neural networks, and Machine Learning. In: Eastern-European Journal of En-
    terprise Technologies, 2(2-98), 15-34. (2019)