October 11, 2013
ADmantX Partners with Turn

ADmantX Partners with Turn

The integration of ADmantX’ semantic data in Turn’s cloud platform makes for a rich and pinpointed match between content, emotion and audience targeting to enhance online ad campaign performance.

ADmantX, the next-generation contextual analysis and semantic data provider, and Turn, the marketing software and analytics platform, today announced a partnership to enable Turn’s clients to improve performance of their online ad campaigns by leveraging ADmantX semantic analysis and targeting.

Turn’s cloud platform, along with ADmantX contextual web service capabilities, provides global marketers with all the data they need to establish context and test the effectiveness and brand safety of ad messages in real time. ADmantX analyzes content thanks to unique natural language processing capabilities and returns the richest set of semantic data that forms the basis for accurate contextual and audience targeting. It offers four channels of data including topics/categories (based on an IAB compliant categorization taxonomy), feelings, intentions, and entities (e.g. people, places and things). The correct identification of emotions in content  significantly improves the performance of brand advertisements, and is one of the main factors that distinguishes ADmantX semantic targeting from its competitors.

“We are proud to support Turn’s cloud platform clients in reaching their target audience online in a brand safe environment”, said J. Brooke Aker, ADmantX CMO. “The granularity of the ADmantX taxonomy, the richest on the market today, together with our advanced brand safety attributes and its unique ability to identify feelings expressed on a page, delivered on the Turn platform can generate the greatest value to advertising campaigns. With the integration of our service, Turn’s customers can access precise semantic data ensuring the underlying emotional response to content matches the action desired by the advertiser.”

Rather than relying on after-the-fact campaign analysis, ADmantX focuses on real time contextual and safety attribute customization to ensure brands maximum protection during each campaign. It enables mixing and merging together its semantic data to crack the emotional code of content and create new matching algorithms that are specifically designed for the campaign.

Mr. Aker explained: “For example, a new smartphone provider may want to target content related to the concepts of ‘modern’ and ‘success’. ADmantX will find and target content related to ‘success’ regardless of whether that keyword is present or not (e.g. ‘achievement’ is on the page instead) because all related concepts are included and at the heart of the technology without having to make exhaustive lists.”

ADmantX is a contextual analysis and data provider that offers a semantic, cookie-less solution to allow publishers, ad networks and exchanges, brand managers and agencies to develop more effective online advertising campaigns by targeting content. There are no privacy concerns: real-time monitoring and the use of sentiment analysis maximize readers’ receptiveness to advertising content and minimizes placement near off-brand content. As a result, ads are more relevant, more accurately placed and brands are protected. www.admantx.com