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Sublime & Subliminal: Semantics for Online Advertising

Best Tech Videos, 9-18-2008

Sublime & Subliminal: Semantics for Online Advertising


Best Tech Videos, a user driven social content website dedicated to finding the best educational videos for developers, designers, managers and other people in IT, picked up Luca Scagliarini Google Tech Talk “Sublime & Subliminal”


“Web advertising, hasn’t delivered its potential value to advertisers. This is particularly true for contextual advertisement. The main problem is that the marriage of ad and the content of a page is based on algorithms that do not offer satisfactory results in understanding the actual meaning of the content of a web page. Try the search “stock base” in Google or Yahoo. You will get many more pages about equities than you do about soup. Yet the ads placed on these pages are too often not related to the main topic of the article. Showing an ad about food when the intended use of “stock base” was in the context of equities it’s a mismatch.


Expert System now offers a revolutionary solution that automatically processes the meaning of the text to ensure that the ads selected are relevant. Expert System’s CSA (Cogito Semantic Ad) relies on its Semantic Intelligence technology to analyze text on the page through linguistic analysis and Semantic Comprehension to assure that promotional information can be served more effectively.”




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