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:
- algorithms used to derive semantic meaning from the web page
- 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