Expert Systems and Intelligent Advertising
This brings me to Expert System, a company I follow and which I wrote about in Will Cogito Make The Semantic Web A Reality? The company has spent nearly two decades creating a powerful semantic analysis capability that can be applied to search. It has hit on the idea that it can improve ad placement and is talking to web advertising companies accordingly – probably Google too.
Sponsored Link: Semantic Targeting
Make no mistake, web advertising is big money. Improving the accuracy of ad placement will only increase the cash take, for the simple reason that many adverts are paid for by click-through and better placement improves click-through. I think Expert System may have hit a seam of gold with this idea. But let’s first see what difference it would have made to this example.
a) When Google did index the cremation posting, the semantic analysis Cogito provides would have indicated that the story was negative for the Neptune Society (Austin, Texas). This posting you are reading is also negative for the Neptune Society, and it is indexed by Google and if the Neptune Society still advertises with Google I’m pretty sure you’ll see them in the left hand column here or possibly vampire-related ads or SOA-related ads or a mix of all three. Cogito would also be able to prevent that.
b) When Google has no knowledge of what’s on the page it has to go to general criteria. Cogito would have better broad criteria of this site and it would know that this is not a vampire site (only 2 pages, the Phelps posting and Sex and the Naked Vampire, from a total of over 700 pages mention vampires, but it’s 3 if you include this one) and it would also know that SOA and vampires don’t mix.
By the way, in case you’ve got the impression that Google ad placement is useless, it’s not. It certainly works well quite a lot of the time. One stat a web advertising consultant gave me was that on the first Google search results page that’s displayed, about 20 percent of users will click on an ad. That’s impressive.
The point about Cogito is that it can improve the accuracy of web advertising.
Subscribe to HaveMacWillBlog in a reader
[...] are some useful applications of Semantic Technology. I’ve written about one here. It has found a good area of application – [...]
[...] do with it. There are some useful applications of Semantic Technology. I’ve written about one here. It has found a good area of application – advertising. The Semantic Web will not destroy Google. [...]
[...] are some useful applications of Semantic Technology. I’ve written about one here. It has found a good area of application – [...]