There is no secret that the most popular marketing and promotional approach/method for the past 10 years is online advertising. Aforesaid statement becomes more evident when you try to search for an “ad network†by any search engine: the results count may amaze anyone’s imagination. This is caused by the market requirements which are growing rapidly day after day. Currently online advertising market is mainly based on two targeting technologies which are: behavioural and contextual. The first one analyses user’s online behaviour based on browser’s cookies, which sometimes criticizes as a neglect of human rights on privacy. The second one tries to find contextual correspondence between advertisement and the publishing web page. This method does not prove itself often because of being based on keywords’ matching and not considering the content meaning. However, these two methods made a revolution in online advertising market in due time. But rapidly growing market demands corresponding growth of technologies. There is no wonder that market requirements bring to the birth of innovative approaches. Like the next generation web assumes to be based on semantic technologies, the online advertising is foreseeing to rely on semantic targeting approaches. Semantic targeting is a newish conception which focuses on semantic and syntactic analyses. Semantic targeting hasn’t yet been fully adopted by online advertising world, but there are several companies doing first steps towards semantic technologies implementation into advertising solutions. The pioneer semantic targeting technologies are: iSense semantic targeting solution powered by Ad Papper Media (http://www.adpapper.com). SemanticMatch advertising solution launched by Peer39 (http://www.peer39.com). Aduna semantic advertising solutions (http://www.aduna-software.com). Semantic Audience Targeting Platform by Personifi (http://www.personifi.com). Apricot semantic targeting solution provided by 4AdNetworks (http://www.4adnetworks.com).
It's good that my post and concepts concerning semantic targeting technologies are useful for some individuals. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ I'd like to do some additions to this post, which are based on my latest investigations in semantic technologies field. I have found out that almost all semantic technology providers keep their technologies in secrecy and don't like to disclose some aspects of their approaches (maybe in consideration of copyright or confidency). They even don't provide any demo versions to understand how exactly the semantic analysis, thereby semantic matching is performed. I was pleasantly surprized to find out that one of the referred sematic trageting companies (4AdNetworks) has quite a descent demo or something alike illustrating how their semantic technology works. This can be a good reason for other companies to reconsider their strategies. ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Anyone knows if there are some stats on semantic targeting in terms of its use in current online ad market?