How does NTENT do it? NTENT CTO, Gerald Burnand, was invited by Search Engine Land journalist, Barbra Starr to present to members of Lotico San Diego Semantic Web group to give a behind the scenes look at NTENT’s secret semantic sauce. The presentation highlighted how sematic technology is making life easier for both advertisers and publishers by letting computers do the work of deciding which ads are the most relevant. Some of the topics discussed:
- Discovering how semantic technology helps thousands of advertisers reach their audience in a meaningful way, and helps hundreds of online publishers monetize their content.
- Learning how semantic technology can reduce errors and time spent by marketers when defining their campaigns and yield better overall results.
- Understanding some of the challenges that come with semantic technologies and how to address them ahead of time.
- Going behind the scenes with semantic and linguistic processing of web pages.
The presentation was held at UCSD and attended by industry thought leaders, CEO’s, marketers, technologists and even some graduate students. One interesting question that arose was:
Q) How long does it take from the time a new article is published by a website, before ads can be matched?
A) When the first person views a newly published article, our platform will get a copy of the page. This typically takes half a second. The semantic engine will extract concepts and determines what are the most important concepts; much like a human. This second step takes a fraction of a second. With those concepts, our system can select which ads are relevant and place them adjacent to the article.
You can view the full presentation on Slideshare.
Also take a look at How Can Semantic Search Technology Help You Advertise More Efficiently?
No comments:
Post a Comment