Semantic AdvertisingAme 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.

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

Google AdWords and AdSense network

Contextual Advertising

Behavioral Targeting

Contextual Advertising

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?

Targeted advertisingPreventing 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 Advertising

Four Kinds:

1.Contextual advertising with semantic technology

2.Semantic search advertising

3.Dynamic advertising content

4.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

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

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

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 platformDapper is a data extraction and API creation service

and is used for semantic indexing.

4. Advertising inside semantic data

Ex. Yahoo! SearchMonkeyAllow 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.)

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. OpenCalaisGenerates 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

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:

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