Semantic advertising
Encyclopedia
Semantic advertising applies semantic technologies to online advertising
solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page
and accordingly ensure that the web page contains the most appropriate advertising. Semantic advertising increases the chance that the viewer will click-thru because only advertising relevant to what they are viewing, and therefore their interests, should be displayed.
Semantic analysis of a web page provides an understating of its overall meaning in the semantic approach. By comparison, contextual advertising
technology bases web page advertising on a keyword
scan of the text of a website
or Internet search. An automated function loads advertisements onto the web page based on the text. However, keywords can have various meanings. For example, a web page containing the word “jaguar” may generate ads about zoos and cars. The very different nature of these contextual results means that someone’s advertising budget is not being spent wisely.
Behavioral targeting
uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. However, many platforms identify visitors by assigning a unique HTTP cookie
that tracks the web pages they visit. Cookies are the subject of controversy due to privacy issues. In fact, the United States and European governments have taken action towards restricting their use.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page
Web page
A web page or webpage is a document or information resource that is suitable for the World Wide Web and can be accessed through a web browser and displayed on a monitor or mobile device. This information is usually in HTML or XHTML format, and may provide navigation to other web pages via hypertext...
and accordingly ensure that the web page contains the most appropriate advertising. Semantic advertising increases the chance that the viewer will click-thru because only advertising relevant to what they are viewing, and therefore their interests, should be displayed.
The Evolution of Online Advertising
Advertising on the Internet has the potential to be finely narrowcast, i.e., specifically adjusted to the interests of the individual viewer. However, mainstream techniques for identifying these interests—contextual advertising and behavioral targeting—are problematic.Semantic analysis of a web page provides an understating of its overall meaning in the semantic approach. By comparison, contextual advertising
Contextual advertising
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers...
technology bases web page advertising on a keyword
Keyword (linguistics)
In corpus linguistics a key word is a word which occurs in a text more often than we would expect to occur by chance alone. Key words are calculated by carrying out a statistical test which compares the word frequencies in a text against their expected frequencies derived in a much larger corpus,...
scan of the text of a website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...
or Internet search. An automated function loads advertisements onto the web page based on the text. However, keywords can have various meanings. For example, a web page containing the word “jaguar” may generate ads about zoos and cars. The very different nature of these contextual results means that someone’s advertising budget is not being spent wisely.
Behavioral targeting
Behavioral targeting
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select...
uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. However, many platforms identify visitors by assigning a unique HTTP cookie
HTTP cookie
A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is used for an origin website to send state information to a user's browser and for the browser to return the state information to the origin site...
that tracks the web pages they visit. Cookies are the subject of controversy due to privacy issues. In fact, the United States and European governments have taken action towards restricting their use.