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Semantic Web 
Paul White
Yahoo!7 Proprietary and Confidential
The Problems 
● Yahoo!7 is known for having great breadth of content, but not depth
The Problems 
● Content is silo’d across different sites and knowledge domains 
● Users get stuck in these property silos
The Problems 
● Site structure doesn’t allow for natural human browsing patterns 
● Visitors browse by content, not type
The Tech 
● So, what do we use to solve these problems? It’s all about relationships! 
● Resource Description Framework (RDF) 
○ Basic building block of the Semantic Web 
○ Consistent format for representing data 
○ Triples: Subject -> Predicate -> Object 
Predicate:Portrays 
Predicate:Character In
The Tech 
● RDF Schema 
○ Basic data types 
○ Classes/Subclasses 
○ Property (Predicates) 
● Web Ontology Language (OWL) 
○ Ontologies - everything else! 
○ What is a TV Show 
○ What is an Actor 
○ What is a Sporting Event 
○ What are their relationships?
The Tech 
● Graphs 
Yahoo!7 TV 
Portrays 
Character In 
Winners and Losers 
Melbourne Cup Carnival 
is a born in 
TV Show 
Legend 
Predicate 
Subject / Object 
Sporting Event 
Social Event 
Yahoo!7 Sport 
Yahoo!7 Lifestyle 
Derby Day Crown Oaks 
spouse 
Adelaide Matt Kingston 
DBPedia 
is a 
Attended 
is a 
an event in
The Tech 
● Storage 
● Built specifically for storing and reading graph data 
● Stores everything - data, metadata, schemas, ontologies 
● Allows for inferencing - e.g. 
○ Sporting Event subclassOf Event 
○ Melbourne Cup Festival subclassOf Sporting Event 
therefore 
○ Melbourne Cup Festival subclassOf Event
The Tech predicate 
● Query Language 
● Designed for querying triples 
CONSTRUCT { ?Actor portrays ?Character } 
WHERE { ?Actor portrays ?Character } 
Results in 
Melanie Vallejo portrays Sophie Wong ; 
Ray Meagher portrays Alf Stewart ; 
Hayden Christensen portrays Anakin Skywalker ; 
Hayden Christensen portrays Darth Vader . 
Legend 
?Variable
The Tech 
● Named Entity Recognition 
● Specialised branch of Natural Language Processing 
● Generate annotations that link from this thing to that thing 
● Two steps 
○ Name Recognition 
○ Entity Classification
The Results 
● Show Silos broken down 
X-Factor Content Stream - Luke Jacobz Home and Away Content Stream - Luke Jacobz
The Results 
● Sites are now structured to surface related content
The Results 
● Automatic Discovery and hyperlinking of Named Entities
Questions?

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Yahoo7 Semantic Web Presentation

  • 2. Yahoo!7 Proprietary and Confidential
  • 3. The Problems ● Yahoo!7 is known for having great breadth of content, but not depth
  • 4. The Problems ● Content is silo’d across different sites and knowledge domains ● Users get stuck in these property silos
  • 5. The Problems ● Site structure doesn’t allow for natural human browsing patterns ● Visitors browse by content, not type
  • 6. The Tech ● So, what do we use to solve these problems? It’s all about relationships! ● Resource Description Framework (RDF) ○ Basic building block of the Semantic Web ○ Consistent format for representing data ○ Triples: Subject -> Predicate -> Object Predicate:Portrays Predicate:Character In
  • 7. The Tech ● RDF Schema ○ Basic data types ○ Classes/Subclasses ○ Property (Predicates) ● Web Ontology Language (OWL) ○ Ontologies - everything else! ○ What is a TV Show ○ What is an Actor ○ What is a Sporting Event ○ What are their relationships?
  • 8. The Tech ● Graphs Yahoo!7 TV Portrays Character In Winners and Losers Melbourne Cup Carnival is a born in TV Show Legend Predicate Subject / Object Sporting Event Social Event Yahoo!7 Sport Yahoo!7 Lifestyle Derby Day Crown Oaks spouse Adelaide Matt Kingston DBPedia is a Attended is a an event in
  • 9. The Tech ● Storage ● Built specifically for storing and reading graph data ● Stores everything - data, metadata, schemas, ontologies ● Allows for inferencing - e.g. ○ Sporting Event subclassOf Event ○ Melbourne Cup Festival subclassOf Sporting Event therefore ○ Melbourne Cup Festival subclassOf Event
  • 10. The Tech predicate ● Query Language ● Designed for querying triples CONSTRUCT { ?Actor portrays ?Character } WHERE { ?Actor portrays ?Character } Results in Melanie Vallejo portrays Sophie Wong ; Ray Meagher portrays Alf Stewart ; Hayden Christensen portrays Anakin Skywalker ; Hayden Christensen portrays Darth Vader . Legend ?Variable
  • 11. The Tech ● Named Entity Recognition ● Specialised branch of Natural Language Processing ● Generate annotations that link from this thing to that thing ● Two steps ○ Name Recognition ○ Entity Classification
  • 12. The Results ● Show Silos broken down X-Factor Content Stream - Luke Jacobz Home and Away Content Stream - Luke Jacobz
  • 13. The Results ● Sites are now structured to surface related content
  • 14. The Results ● Automatic Discovery and hyperlinking of Named Entities