Several years ago, a small start-up called Peer39 innovated some remarkable advertising technology called SemanticMatch, and with that technology, created a whole new generation of the Internet as well as its own lexicon. What made SemanticMatch so unique were its semantic targeting capabilities, semantic targeting being one of the newly created terms of the aforementioned lexicon. The idea behind semantic advertising technology is to more closely scrutinize publisher pages to better understand the meaning of those pages for advertising purposes. SemanticMatch then pairs up an advertisements with pages that are most relevant for them because the added layer of intelligence that SemanticMatch introduces to the page means that the entire meaning of the page is taken into account as opposed to just a couple of possibly ambiguous and potentially harmful keywords.
Semantic targeting means realizing that one pages content can often be relevant to several categories. This means that more categories will then correspond to a publisher page, increasing the amount of advertisements that will be suitable to that page of content. The better the understanding of a pages content, the better the chance that advertisements will be placed on relevant pages, which is better for both advertisers as well as publishers. Advertisers will see better ROI since their visibility will increase. Publisher websites that often get ignored due to inaccurate contextual advertising will start generating revenue. Since initial client satisfaction generally means client retention, those websites will continue to generate revenue. This is not just wishful thinking; both of these facts have been proven through expansive Beta testing, where results showed as much as a 400% increase in the click-through rate. So advertisers, instead of flushing away large sums of money on inefficient contextual advertising or invading the privacy of Internet users worldwide through behavioral targeting, try something new and more effective. And publishers instead of working desperately to optimize your website for very few advertising categories in the hopes that you will maybe make contextual advertising even a remote possibility,
semantic targeting may be your answer.
