From Precision to Perception: User-Centred Evaluation of Keyword Extraction Algorithms for Internet-Scale Contextual Advertising

Keyword extraction is a foundational task in natural language processing, underpinning countless real-world applications. One of these is contextual advertising, where keywords help predict the topical congruence between ads and their surrounding media contexts to enhance advertising effectiveness. Recent advances in artificial intelligence have improved keyword extraction capabilities but also introduced concerns about computational cost. Moreover, although the end-user experience is of vital importance, human evaluation of keyword extraction performances remains under-explored. This study provides a comparative evaluation of prevalent keyword extraction algorithms with different levels of complexity represented by~TF-IDF, KeyBERT, and Llama~2. To evaluate their effectiveness, a mixed-methods approach is employed, combining quantitative benchmarking with qualitative assessments from 855 participants through four survey-based experiments. The findings demonstrate that KeyBERT achieves an effective balance between user preferences and computational efficiency, compared to the other algorithms. We observe a clear overall preference for gold-standard keywords, but there is a misalignment between algorithmic benchmark performance and user ratings. This reveals a long-overlooked gap between traditional precision-focused metrics and user-perceived algorithm efficiency. The study underscores the importance of human-in-the-loop evaluation methodologies and proposes analytical tools to facilitate their implementation.