August 18, 2013
Semantics Benefits to Audience Targeting

Semantics Benefits to Audience Targeting

Publishers and advertisers add the multiple dimensions of users visited online content in real-time to achieve the highest level of insight into audience interest.

ADmantX, the next-generation contextual analysis and semantic data provider, announced today that it has improved its semantic capabilities to help online publishers, marketers and advertisers to reach their consumers at the exact moment they are actively consuming online content.

To connect with the right audience and optimize online ad campaign performance, digital marketing relies on targeting consumers at their moment of maximum interest. Content is the “last mile” to understanding the consumers current, real-time frame-of-mind.  The use of semantic technology ensures brands achieve the highest level of insight into their audience mindset, motivation and buyer intent.

“Targeting audiences beyond just keywords, demographics or geography can give a huge advantage to marketers, and semantic technology represents the new paradigm in matching the right ad to the right consumer,” said J. Brooke Aker, ADmantX CMO. “ADmantX understands the meaning and sentiment of content at a very precise level to offer the right setting for online ad messages: the consumer’s frame of mind in the final moments before the ad match is made.”

Semantic technology does a better job than keywords in matching relevant advertisements to online content because it focuses on the meaning of words and can capture consumer’s mind and feelings based on the content they are reading. For example, if someone is reading an article about economics containing the word ‘stock’, ADmantX will ensure the automatic delivery of advertising pertaining to the world of finance and not cooking recipes. In the same way, a ‘java’ tea will displayed next to content related to food and not computer programming; or an art-shop banner will be displayed next to an article focusing on Dadaism or Cubism, etc. even if the word art do not appear on the page.

“The ability to deeply understand context at conceptual level helps ads to be more effective,” explains Aker. “When the right side of consumers screens are not plastered with misplaced messages but only with messages that are related to the pages that they are visiting, you can bet that they will be more willing to pay attention to ads.”

About ADmantX
ADmantX is a contextual analysis and data provider that brings audience targeting to a new level. We offer a semantic solution to allow publishers, ad networks and exchanges, brand managers and agencies to develop more effective online ad campaigns leveraging semantic understanding, natural language processing and sentiment analysis. Founded in Italy as a spin-off of the leading semantic company Expert System, ADmantX is active in Europe and US. Worldwide customers include NBCUniversal, AT&T AdWorks, Integral Ad Science, Banzai, Adconion, Media IQ and we’re integrated in key Ad Exchanges such as AppNexus and Turn.