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Semantic Advertisement

Last week I was invited to speak at Google TechTalks.

Google TechTalks are designed to disseminate a wide spectrum of views on topics ranging from Current Affairs, Science, Engineering, Humanities, Business, Law, Entertainment, Medicine, and the Arts. My presentation focused on how our semantic platform can help advertisers to publish targeted advertisements based on the actual meaning and sentiment of a page instead of keyword or general topics covered by the site.

More than 80 “Googlers” attended from different offices. It was a very interesting exchange considering how philosophically different is the approach of Google compared to Expert System’s.

After my presentation I had the opportunity to speak with several people. To my big surprise, for the first time I heard several people from Google saying that “at the end of the day what matters is the bottom line. If, to improve our bottom line in some situations, we need to move away sometimes from our “all automatic” approach then…. so be it”.  They were not executives but I think it was a sign.

Probably one of these situations is the area of contextual advertisement and Google, even with the most popular contextual advertisement platform currently available (adsense), strives to do better.

We think our semantic platform, even if still in beta, can significantly improve the quality of contextual advertisements and we will be collecting data in the next couple of months with partners that are already working with us. The advantage we have is that our platform is mature, performing and already used in the real world. I know several other start ups are tackling the issue. This will make for a very interesting time.

Below my presentation at Google TechTalks:

Author: Luca Scagliarini

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