1. www.sti-innsbruck.at © Copyright 2015 STI INNSBRUCK www.sti-innsbruck.at Online Kommunikation und Marketing – Modul 4 - VO Elias Kärle elias.kaerle@sti2.at TW@eliaska Most semantic engagement slides from: SCEI: A Semantic Communication Engine and its Purpose; Brenner C., Fensel A., Fensel D., Fried M., Fuchs C., Gagiu A., Larizgoitia I., Leiter B., Oberhauser A., Stanciu C-V., Stavrakantonakis I., Thalhammer A. and Toma I., 2011 Landeck, 12.10.2015

2. www.sti-innsbruck.at Outline 1.Fundamentals of the Internet 2.The WorldWideWeb 3.The Semantic Web 4.Markup languages 5.Schema.org 6.Semantic engagement 2

3. www.sti-innsbruck.at 1. FUNDAMENTALS OF THE INTERNET 3 Picture taken from: http://querosaber.sapo.pt/media/galeria_multimedia_v2/offline/19577.0.original.jpg

4. www.sti-innsbruck.at The Internet 4 https://en.wikipedia.org/wiki/File:Internet_map_1024_-_transparent,_inverted.png US Government (1960s): „robust, fault-tolerant communication via computer networks” ARPANET (1980s): „backbone for interconnection of regional academic and military networks” 1990s: birth of „modern Internet: merging of –Academic networks –Military networs –Commercial enterprise networks Source: https://en.wikipedia.org/wiki/Internet

5. www.sti-innsbruck.at The Internet 5 http://www.bitrebels.com/technology/the-growth-of-the-internet-infographic/http://www.internetworldstats.com/emarketing.htm

6. www.sti-innsbruck.at The Internet 6 Architecture –Globally connected network of computers –Curently 2,9 billion „things“ connected [1] –Estimated 25 billion by the end of 2020  Internet of things Source: https://en.wikipedia.org/wiki/Internet [1] http://www.zdnet.com/article/25-billion-connected-devices-by-2020-to-build-the-internet-of-things/

7. www.sti-innsbruck.at The Internet Evolution 7 19451995 Memex Conceived 1945 WWW Created 1989 Mosaic Created 1993 A Mathematical Theory of Communication 1948 Packet Switching Invented 1964 Silicon Chip 1958 First Vast Computer Network Envisioned 1962 ARPANET 1969 TCP/IP Created 1972 Internet Named and Goes TCP/IP 1984 Hypertext Invented 1965 Age of eCommerce Begins 1995 Source: http://www.isoc.org/internet/history2002_0918_Internet_History_and_Growth.ppt

8. www.sti-innsbruck.at The Internet Energy use: 2011 Estimation: „170–307 GW, less then 2% of energy used by humanity“ Estimation includes building, operating and replacing: 750M laptops 1B smart phones 100M servers Routers, cell towers, optical switches, Wi-Fi transmitters and cloud storage devices 8

9. www.sti-innsbruck.at The Internet Services based on the Internet: Communication –Email: messages and attachments are sent over the internet infrastructur Protocols in use: SMTP, POP, IMAP –Chat: Shortmessage based communication Protocol: eg. IRC (Internet relay chat) Typically: install a client, connect to a server, start conversation Examples: ICQ, Skype, Talker, Windows Live Messenger –Internet Telephony: (Skype,...) Internet carries voice traffic calls are free or cost much less serious competitor to traditional telephony aka VoIP = Voice over Internet Protocol 9

10. www.sti-innsbruck.at The Internet Services based on the Internet: Data transfer –File sharing uploading file to server for storing and sharing: FTP peer-to-peer sharing of large files: Torrent (BitTorrent) –Streaming media: „real-time delivery of digital media for the immediate consumption or enjoyment by end users” Live: Radiostations, TV,...: fm4, orf TVthek, das erst mediathek On Demand: Podcasts, Netflix, Sky, Spotify, Pandora,... –Webcams: Weather cameras, animal watch, traffic monitoring, surveillance, sports, „online live shows“, video chat, live demos,... 10

11. www.sti-innsbruck.at The Internet Services based on the Internet: World Wide Web  11

12. www.sti-innsbruck.at 2. THE WORLD WIDE WEB 12 Picture taken from: http://webfoundation.org/about/vision/history-of-the-web/

13. www.sti-innsbruck.at The World Wide Web 13 Vinton G. Cerf & Sir Tim Berners-Lee 29 October 2014, W3C20 ANNIVERSARY SYMPOSIUM

14. www.sti-innsbruck.at The World Wide Web 14 „Invented“ by Sir Tim Berners-Lee while employed at CERN  in 1989 TBL wrote a proposal for a system called „World Wide Web“ [1]  TBL wrote the firts Web browser and Web server  wrote the first Webpage [1] http://www.w3.org/History/1989/proposal.html

15. www.sti-innsbruck.at The World Wide Web 15 „information space where documents and other web resources are identified by URLs, interlinked by hypertext links, and can be accessed via the Internet” URI Website Url Hyperlink (Link)

16. www.sti-innsbruck.at The World Wide Web Web „1.0“ – first satage in the WWW – the static web “collection of text documents and other resources, linked by hyperlinks and URLs, usually accessed by web browsers, from web servers” Netscape –Netscape is associated with the breakthrough of the Web. –Netscape had rapidly a large user community making attractive for others to present their information on the Web. Google –Google is the incarnation of Web 1.0 mega grows –Google indexed already in 2008 more than 1 trillion pages [*] –Google and other similar search engines turned out that a piece of information can be faster found again on the Web than in the own bookmark list 16 [*] http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html

17. www.sti-innsbruck.at The World Wide Web Web 2.0 “The term "Web 2.0" (2004–present) is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web” Web 2.0 is a vaguely defined phrase referring to various topics such as social networking sites, wikis, communication tools, and folksonomies. Tim Berners-Lee is right that all these ideas are already underlying his original web ideas, however, there are differences in emphasis that may cause a qualitative change. With Web 1.0 technology a significant amount of software skills and investment in software was necessary to publish information. Web 2.0 technology changed this dramatically. 17 http://en.wikipedia.org/wiki/Web_2.0

18. www.sti-innsbruck.at The World Wide Web The four major breakthroughs of Web 2.0 are: 1.Blurring the distinction between content consumers and content providers. 2.Moving from media for individuals towards media for communities. 3.Blurring the distinction between service consumers and service providers 4.Integrating human and machine computing in a new and innovative way 18

19. www.sti-innsbruck.at The World Wide Web Wiki, Blogs, and Twiter turned the publication of text in mass phenomena, as flickr and youtube did for multimedia 19 1. Blurring the distinction between content consumers and content providers

20. www.sti-innsbruck.at The World Wide Web Social web sites such as del.icio.us, facebook, FOAF, linkedin, myspace and Xing allow communities of users to smoothly interweave their information and activities 20 2. Moving from media for individuals towards media for communities

21. www.sti-innsbruck.at The World Wide Web Mashups allow web users to easy integrate services in their web site that were implemented by third parties 21 3. Blurring the distinction between service consumers and service providers

22. www.sti-innsbruck.at The World Wide Web Amazon Mechanical Turk - allows to access human services through a web service interface blurring the distinction between manually and automatically provided services 22 4. Integrating human and machine computing in a new and innovative way

23. www.sti-innsbruck.at The World Wide Web The current Web has its limitations when it comes to: 1.finding relevant information 2.extracting relevant information 3.combining and reusing information 23

24. www.sti-innsbruck.at The World Wide Web Finding information on the current Web is based on keyword search Keyword search has a limited recall and precision due to: –Synonyms: e.g. Searching information about “Cars” will ignore Web pages that contain the word “Automobiles” even though the information on these pages could be relevant –Homonyms: e.g. Searching information about “Jaguar” will bring up pages containing information about both “Jaguar” (the car brand) and “Jaguar” (the animal) even though the user is interested only in one of them 24

25. www.sti-innsbruck.at The World Wide Web 25

26. www.sti-innsbruck.at The World Wide Web Keyword search has a limited recall and precision due also to: –Spelling variants: e.g. “organize” in American English vs. “organise” in British English –Spelling mistakes –Multiple languages i.e. information about same topics in published on the Web on different languages (English, German, Italian,…) Current search engines provide no means to specify the relation between a resource and a term –e.g. sell / buy 26

27. www.sti-innsbruck.at The World Wide Web One-fit-all automatic solution for extracting information from Web pages is not possible due to different formats, different syntaxes Even from a single Web page is difficult to extract the relevant information 27 Which book is about the web? What is the price of the book?

28. www.sti-innsbruck.at The World Wide Web Extracting information from current web sites can be done using wrappers 28 WEB HTML pages Layout Structured Data, Databases, XML Structure Wrapper extract annotate structure

29. www.sti-innsbruck.at The World Wide Web The actual extraction of information from web sites is specified using standards such as XSL Transformation (XSLT) [1] Extracted information can be stored as structured data in XML format or databases. However, using wrappers do not really scale because the actual extraction of information depends again on the web site format and layout 29

30. www.sti-innsbruck.at The World Wide Web Tasks often require to combine data on the Web 1.Searching for the same information in different digital libraries 2.Information may come from different web sites and needs to be combined 30

31. www.sti-innsbruck.at The World Wide Web 1. Searches for the same information in different digital libraries 31 Example: I want travel from Innsbruck to Rome.

32. www.sti-innsbruck.at The World Wide Web 2. Information may come from different web sites and needs to be combined 32 Example: I want to travel from Innsbruck to Rome where I want to stay in a hotel and visit the city

33. www.sti-innsbruck.at The World Wide Web Increasing automatic linking among data Increasing recall and precision in search Increasing automation in data integration Increasing automation in the service life cycle Adding semantics to data and services is the solution!  Technical soulution: The Semantic Web 33

34. www.sti-innsbruck.at 3. THE SEMANTIC WEB 34

35. www.sti-innsbruck.at The Semantic Web 35 Short motivation movie: https://www.youtube.com/watch?v=off08As3siMhttps://www.youtube.com/watch?v=off08As3siM

36. www.sti-innsbruck.at The Semantic Web 36 Static WWW URI, HTML, HTTP More than 2 billion users more than 50 billion pages

37. www.sti-innsbruck.at The Semantic Web 37 WWW URI, HTML, HTTP Serious problems in information finding, information extracting, information representing, information interpreting and and information maintaining. Semantic Web RDF, RDF(S), OWL Static

38. www.sti-innsbruck.at The Semantic Web “The Semantic Web is an extension of the current web in which information is given well-defined meaning, better enabling computers and people to work in cooperation.” T. Berners-Lee, J. Hendler, O. Lassila, “The Semantic Web”, Scientific American, May 2001 38

39. www.sti-innsbruck.at The Semantic Web The next generation of the WWW Information has machine-processable and machine-understandable semantics Not a separate Web but an augmentation of the current one The backbone of Semantic Web are ontologies 39

40. www.sti-innsbruck.at Ontology definition formal, explicit specification of a shared conceptualization commonly accepted understanding conceptual model of a domain (ontological theory) unambiguous terminology definitions machine-readability with computational semantics Gruber, “Toward principles for the design of ontologies used or knowledge sharing?”, Int. J. Hum.-Comput. Stud., vol. 43, no. 5-6,1995

41. www.sti-innsbruck.at … “well-defined meaning” … “An ontology is an explicit specification of a conceptualization” Gruber, “Toward principles for the design of ontologies used for knowledge sharing?”, Int. J. Hum.-Comput. Stud., vol. 43, no. 5- 6,1995. Ontologies are the modeling foundations to Semantic Web –They provide the well-defined meaning for information

42. www.sti-innsbruck.at … explicit, … specification, … conceptualization, … An ontology is: A conceptualization –An ontology is a model of the most relevant concepts of a phenomenon from the real world Explicit –The model explicitly states the type of the concepts, the relationships between them and the constraints on their use Formal –The ontology has to be machine readable (the use of the natural language is excluded) Shared –The knowledge contained in the ontology is consensual, i.e. it has been accepted by a group of people. Studer, Benjamins, D. Fensel, “Knowledge engineering: Principles and methods”, Data Knowledge Engineering, vol. 25, no. 1-2, 1998.

43. www.sti-innsbruck.at Ontology example Concept conceptual entity of the domain Property attribute describing a concept Relation relationship between concepts or properties Axiom coherency description between Concepts / Properties / Relations via logical expressions Person Student Professor Lecture isA – hierarchy (taxonomy) nameemail matr.-nr. research field topic lecture nr. attends holds holds(Professor, Lecture) => Lecture.topic = Professor.researchField

44. www.sti-innsbruck.at Top Level O., Generic O. Core O., Foundational O., High-level O, Upper O. Task & Problem- solving Ontology Application Ontology Domain Ontology [Guarino, 98] Formal Ontology in Information Systems http://www.loa-cnr.it/Papers/FOIS98.pdf describe very general concepts like space, time, event, which are independent of a particular problem or domain describe the vocabulary related to a generic domain by specializing the concepts introduced in the top-level ontology. describe the vocabulary related to a generic task or activity by specializing the top-level ontologies. the most specific ontologies. Concepts in application ontologies often correspond to roles played by domain entities while performing a certain activity. Types of ontologies

45. www.sti-innsbruck.at The Semantic Web is about… Web Data Annotation –connecting (syntactic) Web objects, like text chunks, images, … to their semantic notion (e.g., this image is about Innsbruck, Dieter Fensel is a professor) Data Linking on the Web (Web of Data) –global networking of knowledge through URI, RDF, and SPARQL (e.g., connecting my calendar with my rss feeds, my pictures,...) Data Integration over the Web –seamless integration of data based on different conceptual models (e.g., integrating data coming from my two favorite book sellers)

46. www.sti-innsbruck.at Web Data Annotating http://www.ontoprise.de/

47. www.sti-innsbruck.at LOD Cloud March 2009 http://lod-cloud.net/ (accessed on 7.10.2015)

48. www.sti-innsbruck.at Data linking on the Web principles Use URIs as names for things –anything, not just documents –you are not your homepage –information resources and non-information resources Use HTTP URIs –globally unique names, distributed ownership –allows people to look up those names Provide useful information in RDF –when someone looks up a URI Include RDF links to other URIs –to enable discovery of related information

49. www.sti-innsbruck.at DBpedia DBpedia is a community effort to: –Extract structured information from Wikipedia –Make the information available on the Web under an open license –Interlink the DBpedia dataset with other open datasets on the Web DBpedia is one of the central interlinking-hubs of the emerging Web of Data Content on this slide adapted from Anja Jentzsch and Chris Bizer

50. www.sti-innsbruck.at Well-known graph data bases Google Knowledge Graph Bing Knowledge Graph Facebook Open Graph

51. www.sti-innsbruck.at Data integration over the Web Data integration involves combining data residing in different sources and providing user with a unified view of these data Data integration over the Web can be implemented as follows: 1.Export the data sets to be integrated as RDF graphs 2.Merge identical resources (i.e. resources having the same URI) from different data sets 3.Start making queries on the integrated data, queries that were not possible on the individual data sets.

52. www.sti-innsbruck.at Data integration over the Web 1.Export first data set as RDF graph For example the following RDF graph contains information about book “The Glass Palace” by Amitav Ghosh http://www.w3.org/People/Ivan/CorePresentations/SWTutorial/Slides.pdf

53. www.sti-innsbruck.at Data integration over the Web 1.Export second data set as RDF graph Information about the same book but in French this time is modeled in RDF graph below http://www.w3.org/People/Ivan/CorePresentations/SWTutorial/Slides.pdf

54. www.sti-innsbruck.at Data Integration over the Web Same URI = Same resource 2.Merge identical resources (i.e. resources having the same URI) from different data sets http://www.w3.org/People/Ivan/CorePresentations/SWTutorial/Slides.pdf

55. www.sti-innsbruck.at Data integration over the Web 2.Merge identical resources (i.e. resources having the same URI) from different data sets http://www.w3.org/People/Ivan/CorePresentations/SWTutorial/Slides.pdf

56. www.sti-innsbruck.at Data integration over the Web 3.Start making queries on the integrated data –A user of the second dataset may ask queries like: “give me the title of the original book” –This information is not in the second dataset –This information can be however retrieved from the integrated dataset, in which the second dataset was connected with the the first dataset

57. www.sti-innsbruck.at 4. MARKUP LANGUAGES 57 Picture taken from: http://webfoundation.org/about/vision/history-of-the-web/

58. www.sti-innsbruck.at HTML 58 „HyperText Markup Language“ Invented by Tim Berners-Lee at CERN 1993 Current Version: 5 Standard markup language to create webpages Interpreted by browser HTML describes structure of website –Semantically –With cues for representation

59. www.sti-innsbruck.at HTML 59

60. www.sti-innsbruck.at XML 60 News Feeds RSS Title This is an example of an RSS feed http://www.someexamplerssdomain.com/main.html Mon, 06 Sep 2010 00:01:00 +0000 Mon, 06 Sep 2009 16:45:00 +0000 1800 Example entry Here is some text containing an interesting description. http://www.wikipedia.org/ unique string per item Mon, 06 Sep 2009 16:45:00 +0000

61. www.sti-innsbruck.at JSON 61

62. www.sti-innsbruck.at JSON-LD 62 JSON for linked data JSON-LD playground: http://json-ld.org/playground/http://json-ld.org/playground/

63. www.sti-innsbruck.at 5. SCHEMA.ORG 63

64. www.sti-innsbruck.at Schema.org Initiative founded 2011, by: –Google –Bing –Yahoo! –Yandex Vocabulary for structuring data in web sites Embedded into html –Microdata –RDFa –JSON-LD 64

65. www.sti-innsbruck.at Schema.org 65 JSON-LD Microdata RDFa

66. www.sti-innsbruck.at Schema.org 66 http://de.slideshare.net/rvguha/sem-tech2014c Schema.org usage for hotels: http://de.slideshare.net/eliaskaerle/schemaorg-hotelen

67. www.sti-innsbruck.at Schema.org Schema.org test tool: https://developers.google.com/structured-data/testing-tool/ Google examples: Person: Dave Grohl –Personal data –Pictures –quotes City: Innsbruck –City data –Map –Pictures –Events 67