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Semantic Advertising. Ame Wongsa INF 385T – Semantic Web. Background – Online Advertising. Banner ads allowed tracking of click through rates Arms race for people’s attention led to increasingly intrusive ads (blinking banners, pop-ups, video ads, inline ads, etc.

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Semantic advertising

Semantic Advertising

Ame Wongsa

INF 385T – Semantic Web


Background online advertising
Background – Online Advertising

  • Banner ads allowed tracking of click through rates

  • Arms race for people’s attention led to increasingly intrusive ads (blinking banners, pop-ups, video ads, inline ads, etc.

  • GoTo.com started pay-per-click-ads and keyword bidding

  • Google AdWords and AdSense network

  • Contextual Advertising

  • Behavioral Targeting


Contextual advertising
Contextual Advertising

  • Google AdSense and Yahoo ContentMatch

  • Based on keyword scans of text of website or internet search

  • Misplacement of ads can occur due to keywords with various meanings

  • “If it bleeds, it leads” (not true on the web)

  • Filtering certain ads for certain context and editorial oversight

  • Focused and commercial content works well. Ex. Blogs

  • Other Problems:

    • Popularity increases competition and reduces ROI

    • Companies buy rivals keywords or rivals drive up cost of ads.


Behavioral targeting
Behavioral Targeting

  • Use individual browsing behavior (page visited, searches, purchase history) to select advertising to display.

  • Used with geography, demographics, content.

  • Uses cookies -- Privacy issues


What is important to online advertisers
What is important to online advertisers?

  • Targeted advertising

    • Preventing negative associations

  • ROI – Return On Investment

  • Competition, brand protection

  • CTR – Click Through Rate

  • Pay per clicks (PPC), Cost per action (CPA), cost per thousand (CPM)


Semantic advertising1
Semantic Advertising

Four Kinds:

  • Contextual advertising with semantic technology

  • Semantic search advertising

  • Dynamic advertising content

  • Advertising inside semantic data

    Source: http://www.chiefmartec.com/2008/09/semantic-advertising-of-4-different-kinds.html?cid=130782220#comments


1 contextual advertising with semantic technology
1. Contextual Advertising with semantic technology

  • Use semantic technology as a competitive advantage to contextual advertising

  • Goal is to understand content of page to provide more targeted advertising

  • Peer93*

    • Base on proprietary algorithms for natural language processing and machine learning to understand page meaning and sentiment

  • iSense

    • taxonomy base system hand built by 40 linguists and lexicographers


2 semantic search advertising
2. Semantic search advertising

  • Semantic search engines try to provide people with better search experience

  • Advertising can provide a business model

  • May bid on concepts and relationships instead of keywords

  • Example of semantic search engines: Powerset, Hakia


3 dynamic advertising content
3. Dynamic advertising content

  • Advertisers expose offerings in XML semantic data and agencies read data to dynamically change content of ad accordingly

  • Little coordination to update ads

  • Require standardized format of semantic data across advertisers

  • Ex. Dapper’s MashupAds platform

    • Dapper is a data extraction and API creation service and is used for semantic indexing.


4 advertising inside semantic data
4. Advertising inside semantic data

  • Ex. Yahoo! SearchMonkey

    • Allow developers and site owners to use structured data to make Yahoo! Search results more useful and visually appealing, and to drive more relevant traffic to their site

    • Structured data: microformats, RDFa/eRDF, atom feeds, web services

    • Example


4 advertising inside semantic data cont
4. Advertising inside semantic data (cont.)

  • Content providers can charge advertisers to provide semantic data

  • Semantic listing is more noticeable even if they have lower ranking and useful presentation can increase ranking

  • Search engine optimization

  • Ex. OpenCalais

    • Generates semantic metadata from content (text/HTML/XML) using natural language processing, machine learning and other methods.

    • Semantic advertising by adding sponsor’s metadata.


  • Advertising and the semantic web
    Advertising and the semantic web

    • Semantic advertising is involved in improving experiences for users (who don’t care about technology)

    • Better advertising as a reward can create incentive for good semantic data.


    References
    References:

    • Brinker, Scott. (2008, September). Semantic advertising: 4 different kinds. Retrieved October 1, 2008, from http://www.chiefmartec.com/2008/09/semantic-advertising-of-4-different-kinds.html?cid=130782220#comments

    • Glaser, Mark. (2005, July). The good, bad and ugly of contextual ads from Google, Yahoo. Retrieved October 1, 2008, from http://www.ojr.org/ojr/stories/050706glaser/

    • Glaser, Mark. (2007, June). Your Guide to Online Advertising. Retrieved October 1, 2008, from http://www.pbs.org/mediashift/2007/06/your-guide-to-online-advertising178.html

    • Miller, Paul. (2008, October). Scott Brinker talks with Talis about Semantic Marketing. Retrieved October 1, 2008, from http://blogs.talis.com/nodalities/2008/10/scott-brinker-talks-with-talis-about-semantic-marketing.php


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