TEMIS Technology Permits Super Specific Ads
November 8, 2010
“Semantic Technology Brings New Relevance to Ads” highlights an exciting new trend which improves over traditional contextual ad targeting. Rather than using simple topical distinctions, semantic technology can differentiate more subtle meaning, such as positive and negative connotations or a related topic within the main topic. Examples given: a website about parenting usually uses contextual ad targeting to display ads such as those for diapers, but semantic targeting can note a section about the flu, which will bring up ads from a health advertiser instead. Also, a company like McDonald’s can avoid promoting itself next to an article about the negative effects of hamburgers on health.
“The more targeted the market is, the more valuable and engaged the audience,” said Guillaume Mazieres, executive vice president of U.S. Operations for TEMIS Inc., which offers a text mining solution for publishers. “If the publisher has content that’s broad and shallow, the value of that content is not great.”
Companies like TEMIS are entering the new semantic technology market sector to offer a text mining solution for publishers to help them increase revenue by creating aggregated topic pages with narrowly focused content to appeal to their users. This new marketing solution does not require access to user data, so it also can avoid privacy concerns, if necessary, or use user data to enhance relevance. A win-win solution for readers, publishers, and advertisers.
Alice Wasielewski, November 8, 2010
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