Posts Tagged ‘online advertising’

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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The Native Advertising Approach, Designed With The Semantics Of Content In Mind

Advertising platform C.A.S.T. wants to attract premium publishers interested in the concept of native advertising, and also interested in leveraging its possibilities through contextual and categorical targeting, among other means.

The company, which has been offering its advertising technology to its strategic partners for the last couple of years, now is bringing the platform to the broader medium- and large-size publisher market. “We see native advertising as advertising that integrates seamlessly as a very natural part of site-user behavior,” says Omer Kaplan, CEO and co-founder.

Today, native advertising is about helping publishers to have not only new but better-quality and more engaging inventory to sell to their advertisers, he says. With a native approach, ad units can be customized in terms of the placement and look of sponsored content that is related to what users are reading and what they are looking for – that is, designed with the semantics of the content in mind for a more natural flow between content and ads.

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Taking Big Data To Online Advertising

The ways in which Big Data may be turned to advantage are still emerging. One stake in the ground is happening in the advertising industry, where AdmantX is considering it in the context of environmental targeting.

The service is extending its semantic contextual targeting that considers emotions, behavior and motivation when matching ads to page content by also now looking to online content outside a particular page. “We are saying that there is this Big Data available to us, and at least in the ad world we ought to include that,” says CMO J. Brooke Aker.

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Smart Ad Sophistication Lacking in News Industry, To Its Peril

The Pew Research Center’s Project for Excellence in Journalism State of the News Media 2012 report was just published, and among the findings is that efforts by most top news sites to monetize the web in their own right are still limited. Few news companies, it reports, “have made much progress in some key new digital areas. Among the top news websites, there is little use of the digital advertising that is expected to grow most rapidly, so-called “smart,” or targeted, advertising.”



Failing to make a lot more hay from digital ads is problematic for traditional news companies given the decline in print circulation and in its ad revenue, too. The report says that in 2011, losses in print advertising dollars outpaced gains in digital revenue by a factor of roughly 10 to 1, which it calls an even worse ratio than in 2010.

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The Buzz on BuzzLogic: Vendor Adds Spectrum Platform For Supporting Emotive-Based Advertising

Online media company BuzzLogic today upgrades its brand-advertising customers to the next release of its system for delivering ads to audiences who are emotionally primed to receive them. (BuzzLogic, which The Semantic Web Blog first covered here, earlier this year also raised $7.8 million in Series  C funding.) With its new Spectrum platform, the company says it is providing an end-to-end system for page-level, real-time delivery of emotive-based ads with performance analytics tied to campaign relevancy goals rather than just generic measurements.

“Our application of cognitive analysis derives from our assumption that pages never have absolute but only relative value,” says CEO Dave Hills.

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New Online Advertising Managed Service Makes Both Audience and Content Environment Count

Online advertising network ad pepper media has introduced a managed service based on its Semantic Behavioral and Retargeting platform. The idea is to leverage its proprietary page-level semantic analysis, which hails from Crystal Semantics (which it acquired back in 2006) in combination with its behavioral/retargeting capabilities, in order to bring some balance between the camps who believe in environment vs. audience segmentation.

“It’s a combination where we let the technologies ultimately dictate what is the most important factor to success vs. set up a presupposition that one will out-power or outweigh the other,” says Jonathan Slavin, President, North America of ad pepper media.

The fact, ad pepper contends, is that there really is no one right answer of which approach works best. Advertisers, for example, can target audience segments based on anonymous data that indicates characteristics, behavior or preferences, such as those leading to a “luxury auto enthusiast” grouping that an automotive company would be interested in.

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