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What is Semantic Advertising? Who Are The Top Vendors?

June 30, 2009 By Mark-Hollander 4 Comments

Meaning + Promotion = Semantic Advertising

Semantic advertising is the marriage of content analysis with online advertising.  As first discussed last year ( The Semantic Web – Prove It to Yourself in 5 Minutes and What is the semantic web? Why do I want it?) semantic technologies are the bedrock tools and standards that enable the web to begin to both understand itself and to create meaning.

Semantic analysis of content provides advertisers with the opportunity to more finely tune ads through a robust understanding of the environment in which the ad is placed. This in turn would ideally generate higher click-through rates as consumers respond to increasingly more relevant ads.

The quality of the semantic advertising is a function of the:

  1. algorithms used to derive semantic meaning from the web page
  2. the ad network used to manage and deploy ad inventory

A quick way to get up to the speed is to look at some of the top players in the field (though this list is by no means exhaustive).

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Health care advertisers looking to drive traffic to unbranded, disease-awareness sites would benefit from a robust understanding of semantic advertising.

Buzzword Status Score

  • Hype: Low
  • Value: High
  • Origin: Convergence of semantic technologies with online advertising best practices
  • Timeframe: Worth your attention

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Filed Under: Buzzword Status Report Tagged With: advertising, best practices, buzzword, content analysis, Finding Leverage, health care, semantic web, systems theory

Comments

  1. Ben Stein says:
    July 1, 2009 at 6:39 am

    Interesting post, and I’m glad to see the growing interest in Semantic Advertising technologies.

    I’d like to reference you to ContextIn – which offers a unique approach for Semantic Advertising – addressing the display-ad media buying: making it more transparent, accountable and profitable, using patent-pending multilingual semantic algorithms.

  2. Mark Hollander says:
    July 2, 2009 at 9:33 am

    Thanks Ben. Took a look at http://contextin.com/ and played with the “URL Classifier” on this post. Here’s what we got back:

    Results for: http://group8020.com/bs-report/semantic-advertising-3163/
    Top Category Name Semantic Relevance Score
    /Computers/Internet 0.411
    /Computers/Software 0.357

  3. Gary says:
    April 9, 2010 at 11:23 pm

    I’ll be curious to see how semantic advertising replaces regular contextual advertising, since it seems to be a more accurate approach. The intent of the content ads are being matched with is complex to figure out programatically, while seemingly obvious to a human reader.

  4. Mark-Hollander says:
    April 20, 2010 at 8:15 pm

    I agree Gary. What’s really got my attention these days is behavioral profiling (Cisco’s got a good overview here: http://www.cisco.com/en/US/docs/cable/serv_exch/serv_control/broadband_app/rel350/behavioral_targeting/BehavioralTargeting_QSG.html) and its marriage with online ad exchanges where ads are bought and sold “in 12 milliseconds” based upon this data (good overview of ad exchanges here http://www.democraticmedia.org/doc/cdd-testimony-20090618).

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