Marketing & Advertising

Real-Time Ad Targeting Platform Spectrum Goes Self-Service

12foldSpectrum, Twelvefold Media’s managed service designed to target ad messages in real-time based on understanding consumers’ intent around the content they’re consuming, now is offering a self-service version of the platform. (See The Semantic Web Blog’s earlier coverage of the platform here.) With Spectrum 3.0, trading desks, clients and marketing cloud companies can use Spectrum’s listening and indexing capabilities — algorithms for determining why someone is reading a piece of content at that moment in time and for scoring millions of URLs daily — with their own bidding rules. It will continue to offer Spectrum as a managed service for always-on and spot campaigns, as well.

The wizard that used to be behind the process of understanding the mindset of the content to target – based on a series of data inputs stemming from Spectrum’s advanced understanding of natural language on the page, from which targeting schema are created – now operates in the background, so users aren’t required to enter in keywords or phrases to go up against.  For instance, a smartphone vendor, leveraging an article on Apple slashing iPhone 5c orders, can add that URL to the system to go up against Spectrum’s big index of the visible web to find relevant pages like that one, says Mike Campbell, VP, product at Twelvefold.

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ADmantX Partners With Turn to Give Enterprise Marketers and Advertisers Spot-on Contextual Data

ADmantX

NEW YORK, NEW YORK–(Marketwired – Oct. 21, 2013) - ADmantX, the next-generation contextual analysis and semantic data provider, and Turn, the marketing software and analytics platform, today announced a partnership to enable Turn’s clients to improve performance of their online ad campaigns by leveraging ADmantX semantic analysis and targeting. Read more

Parse.ly Introduces Sponsored Content Performance Reports

par

ATLANTA, GA–(Marketwired – Oct 17, 2013) – Parse.ly, the content performance authority [see our past coverage], today announced a feature to quantify the results of sponsored content and native advertising for publishers. Parse.ly is a content analytics and optimization platform that transforms real-time traffic, historical performance, social interactions, and global trends into actionable insights. This new capability gives publishers the added advantage of understanding and managing valuable paid content, and communicating its performance to brands via shareable, single-click, real-time performance reports. Read more

ModCloth Optimizes Google Merchant Feed and Google Product Listing Ads Campaign with Adchemy Software

FOSTER CITY, Calif., Sept. 18, 2013 /PRNewswire/ – Adchemy®, a company that creates beautiful marketing software for the enterprise, today announced that innovative online retailer ModCloth has achieved unconditional success from using Adchemy’s breakthrough software-as-a-service (SaaS) solution, including:

  • more than 900 percent increase in impressions
  • more than 250 percent increase in clicks
  • more than 200 percent increase in revenue

all while maintaining or exceeding target Return on Advertising Spend (ROAS). Read more

Yandex Boosts Precision Ad Targeting; Machine-Learning Method MatrixNet Is Behind The Scenes

Search engine Yandex said today that it’s boosting its precision-advertising audience targeting, and that the potential is there to increase clickthrough rates from banner ads by hundreds of percents.

To get there, the search engine vendor has enhanced its behavior analytics technology Crypta, which is based on its machine learning method MatrixNet and whose earliest history is in learning to tell gender and age groups from one another to show relevant ads. Now, all kinds of demographics are covered, and Crypta can find various patterns in a website visitor’s behavior and pair them with other visitors’ similar behavior to show targeted banner ads. Crypta, according to the company, continually keeps its knowledge updated by processing and updating information about virtually every Yandex user on a daily basis.

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How Semantic Tech Can Patch Up Patch

Puneet Mehta of Street Fight Magazine recently wrote, “To meet the promise he made to shareholders, AOL’s chief executive Tim Armstrong is in the process of cutting staff and other costs at Patch in the hopes that his network of hyperlocal sites will be profitable by the end of 2013. His moves may get Patch into the black, but the company must also make substantial strategic changes if it hopes to build a sustainable business. But just making short-term cuts to hit profitability might not be the optimum choice. Patch also has to plant seedlings for mid- and long-term benefits that the company can reap 6-12 months from now. Here are six approaches that Patch can take to patch itself up.” Read more

TrustYou Expands Into Restaurant Space

Dallas, USA and Munich, Germany – August 15, 2013 –TrustYou, an online reputation management (ORM) market leader specializing in the hospitality industry, has expanded into the restaurant space.  Bringing its 360-degree solution to aggregating and analyzing increasingly important online reviews and social media content to the culinary world, TrustYou’s holistic approach delivers superior semantic analysis and a proven track record of increasing reviews, distributing content across multiple platforms and, ultimately, driving revenue.  Read more

Semantic Web’s Role in No-Content Marketing

Spencer Critchley recently opined on The Huffington Post, “I suggest that when there’s finally been too much content marketing, it will be followed by marketing that reduces or eliminates content: ‘no-content marketing.’ What will that look like? In fact, we’re beginning to see now. Here are 10 early signs and predictions.” One of those signs is the Semantic Web: “By adding structure to data, the semantic web promises to deliver not just content, but meaning — which can then lead to action.” Read more

Google Glass Underscores Value of Targeted Marketing Data

Laurie Sullivan of Media Post reports, “Marketers wondering how their optimization efforts will pay off need only look at the small chunks of hyper-relevant targeted information that emphasize a movement toward semantic data. The data comes from Google’s Knowledge Graph and semantic markup, Reva McEachern, global SEO supervisor at Resolution Media, explains. ‘Marketers need to implement as many schema as possible by leveraging semantic data,’ she said. ‘If you have reviews or images of people on your Web site, identify and code them, because it’s important to define each thing on the page. Google is trying to determine how to display those things on the cards’.” Read more

How Semantic Search is Changing Advertising

Colin Jeavons of Search Engine Land reports, “Semantic technology does a better job than traditional search platforms in matching relevant advertisements to online content.  Because it is conceptual instead of literal, semantic technology is able to match ads in ways that are limited by keyword algorithms.  For example, an ad for avocados or salsa might appear next to an article about guacamole, even if those words do not appear on the page. Vertically-focused semantic search represents an improvement in the online experience for site users, publishers and marketers.  Users can quickly find information on the topics and subjects they are passionate about without leaving their favorite sites. They are presented with ads that are relevant to them, rather than the ubiquitous links for mortgage refinancing and teeth-whitening services.  Read more

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