Sublime & Subliminal: Semantics for Online Advertising

Google Tech Talks
August 6, 2008

ABSTRACT

Web advertising, hasn't delivered its potential value to advertisers. This is partcularly true for contextual advertisement. The main problem is that the marriage of ad and the content of a page is based on algorithms that do not offer satisfactory results in understanding the actual meaning of the content of a web page. Try the search "stock base" in Google or Yahoo. You will get many more pages about equities than you do about soup. Yet the ads placed on these pages are too often not related to the main topic of the article. Showing an ad about food when the intended use of "stock base" was in the context of equities it's a mismatch.

Expert System now offers a revolutionary solution that automatically processes the meaning of the text to ensure that the ads selected are relevant. Expert System's CSA (Cogito Semantic Ad) relies on its Semantic Intelligence technology to analyze text on the page through linguistic analysis and Semantic Comprehension to assure that promotional information can be served more effectively.


Speaker: Marco Varone
Founder, CTO, and Director of the Board of Expert System, Marco is the "father" of the technology behind the Company's products and a key driver of the Company with his vision and technical skills. Marco is responsible for the R activities and roadmap in the software and linguistic areas. Marco holds a degree in Computer Science at the University of Modena with honors.

Speaker: Luca Scagliarini
Luca Scaliarini is VP of Strategy and Business Development for Expert System and responsible for the international expansion and strategic alliances. Prior to joining Expert System, Luca was VP Field Marketing Europe with think3 Inc., and Manager of the Services Product Line at SiteSmith, a managed services provider, where he helped to build the company up to the successful sale to Metromedia Fiber Network. Luca started his career with Hewlett Packard in product marketing roles in Italy and in the US. He holds an Electronic Engineering Degree from Politecnico di Milano and an MBA from Santa Clara University.

Category:

Science & Technology

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[TSumpter465]

im bored =( 6

[megamarsvin]

I certainly hope it will continue not to deliver it's potential value. I may be a web-developer but I see advertising and commercial exploitation as the biggest threat the web faces today. Thank god for things like ad-blocker which stop the corporations from further extending their branding tendrils into the global consciousness.

[beardvc]

2 create my business dot com

[1888junkteam]

excellent work!

[Milliondollaradsplus]

What is the secret for getting a website seen throughout the net....Is there some secret....besides the pay-per-click-stuff...does anyone have suggestions for getting a relatively new site going!Thanks for any suggestions!

[timluns]

best way to advertise is with sound animation and video forget semantics webizads works no pay per click revolution