September 21, 2011
Microsoft Invests Further in Online Ads with Adchemy Deal, Partnerships

Microsoft Invests Further in Online Ads with Adchemy Deal, Partnerships

Silicon Angle – And Adchemy and Microsoft aren’t the only ones looking to improve online advertising.  ADmantX, the company dedicated to using semantic technology to improve the online advertising world, announced today that it has improved its emotional intelligence features to better reach the target audience without using tracking cookies.

In the TV industry, for you to enjoy your favorite TV programs, you have to endure countless minutes of commercial ads.   Ads pay for programs’ airtime.   And this is the same for Websites, well for most websites, that is.  Websites take on ads so they can generate money to continue operating.  Some are lucky to get investors, some aren’t.

Mobile advertising is clearly getting traction as mobile device users pop up like mushrooms, but online advertising is still going strong.  And companies are seeing the value of display, intent-based and target ads.

Adchemy Inc., a leading advertising technology company, today announced that it has completed a $61 million Series E funding from Microsoft Corp., August Capital and the Mayfield Fund.  This strengthens Adchemy and Microsoft Advertising’s existing partnership.  The funding brings the total venture capital invested in Adchemy to $116 million.  Adchemy CEO Murthy Nakala stated that the funding will be used for corporate growth: to add 50-80 more staff to their current 160 full-time employees and expand the availability of the Adchemy IntentMap technology that will help Microsoft adCenter customers create more relevant ads based on consumer intent.

“Our expanded partnership with Microsoft validates our vision for making each and every ad more relevant to consumers,” said Nukala, founder and chief executive officer of Adchemy.

“Moving away from keywords and focusing on a consumer’s underlying intent is a massive paradigm shift that radically simplifies ad campaigns and enables advertisers to address consumer queries in a significantly more relevant way, at a scale unprecedented in the industry. Our technology will help transform how advertisers reach consumers in search, mobile, and other intent-rich channels.”

And Adchemy and Microsoft aren’t the only ones looking to improve online advertising.  ADmantX, the company dedicated to using semantic technology to improve the online advertising world, announced today that it has improved its emotional intelligence features to better reach the target audience without using tracking cookies.  ADmantX will leverage its semantic-based analysis and dynamic categorization to not only match ads to brand-safe appropriate content, but also ensures that the underlying emotional response to the content matches advertiser goals.  With this, ADmantX will be able to deliver the best results for brand advertisers by guaranteeing a more accurate view of content and audience segments.

“As lawmakers in Europe and the US take actions to protect our privacy from cookie-based tracking systems, customers have been coming to us as a viable alternative to targeting without cookies. In response, we have enhanced the features that our customers are calling for by adding additional emotional categories, which allows us to provide even deeper segmentation and finer targeting,” said Brooke Aker, CMO of ADmantX.

WalMart’s in on the fun, too. They recently acquired OneRiot to expand their digital product portfolio.  OneRiot’s Trending Ads and RiotWise provide advertisers the ability to spot out the audiences they want to target.

But returning to recent developments from the big players, Microsoft, Yahoo! and AOL teamed up and entered an advertising deal that sums up to the selling each other’s “Class 2 display” inventory, or graphic ads the companies can’t sell on their own, to gain back revenue lost from ad networks and other ad platforms.

From Silicon Angle