Contextual advertising

Semantic targeting and contextual targeting ( in the field of semantic advertising) is a targeting type, which makes it possible to target ads to place in a relevant environment. When semantic targeting all content on webpage plane is technically scanned with linguistic means and analyzed. This makes it possible, the importance of the context or the meaning of the text to open up even in the face of ambiguous (so-called polysemer or homonymous ) terms.

Function

When semantic targeting the ad server to recognize automatically and in a split second meaning and main themes of a single web page in order to deliver according to the online advertising media of any format to a thematically appropriate online campaign can. To this end all terms of a website are viewed and analyzed their combination and relevance using a complex algorithm with human semantic understanding. The ad server draws on a large taxonomically structured database of all the meanings of words, phrases and important proper names. Thus it can be determined whether it is chiefly concerned, for example, in an article about David Beckham football, fashion and lifestyle, celebrity gossip, or a combination of all these issues.

Semantic targeting thus lays claim to offer advertisers the following benefits:

  • Thematic relevance of advertising increases the acceptance of the users. Thus, scattering losses are minimized and optimizes the performance of a campaign.
  • Targeted address the presumed target audience by way very precise or very general thematic targeting, depending on the campaign goal and customer requirements; optionally also in combination with other targeting methods such as regional targeting.
  • Diverse and effective optimization possibilities in the course of the campaign.

Unlike other targeting solutions

In contrast to keyword advertising, are identified in which only single words, semantic targeting the ambiguity of many words is aware and also recognizes the context of meaning supposedly unique words which may be in a negative context but or play such a minor role that they for to mind are irrelevant in itself. So in keyword targeting approaches can advertise cars next to a report of a pileup appear for lack of understanding of the overall context, even if the word " car " was correctly identified. The claim of semantic targeting is, for example, can be seen in such a case, traffic accidents or emergency physicians as a subject of such a report, and thus to stop the delivery. Ambiguous terms are disambiguated and recognized for the meaning less relevant words as such on the basis of the semantic environment.

When behavioral targeting is assumed that the interest of a user in the past is equated with its current interest. Semantic targeting, however, is pursuing a strategy to address precisely the user in the moment in which he deals with a specific topic. This should be impossible to reach the user or too late in a moment in which he is not open to it. Also want to avoid the legal difficulties that behavioral targeting is confronted more frequently because it may be perceived as invasive due to the necessary data storage and analysis.

Also in the book of complete theme channels in which only sites are booked on a particular topic (eg Channel " travel " ), for advertising placements, the thematic relevance of advertising is aimed at. Here the topics are very general, so that precise targeting and optimization are hardly possible. Since the channel formation occurs only at the site level, but not the topics to be considered by individual webpages, often, valuable placement opportunities lost.

Credentials

Related Links

  • BVDW Unit Targeting: What is targeting?
  • IX Magazin 01 / 11 via semantic advertising and other types of targeting
  • Online Marketing
  • Semantic Web
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