Expert Q & A: What is semantic technology and what is the benefit of using it?

Semantic technology is able to understand both content and context.  Traditional search engines or technologies are only able to understand content; they cannot understand the context of a word.  Think of semantic technology like a human brain. For example, semantic technology can answer: does “java” refer to a computer programming language, a coffee drink or an island in the Pacific? Semantic ad matching technology automatically discovers relationships and understands similarities between ad content and publishers web pages, then displays ads next to relevant content which optimizes response rates. This then eliminates the need for advertisers to select and manage keywords – which is extremely time consuming!