Brooke Aker, CEO at Expert System and of new semantic ad vendor Admantx has been working on semantic search for many years. He believes his latest venture, Admantx, a company that brings semantics to web display advertising, could help fund semantic search in the same way that advertising helped drive the development of traditional web search.
What is semantic advertising? Group 80/20 defines it this way:
"Semantic analysis of content provides advertisers with the opportunity to more finely tune ads through a robust understanding of the environment in which the ad is placed. This in turn would ideally generate higher click-through rates as consumers respond to increasingly more relevant ads."
Aker admits his new venture, a spin-off of Expert System, is not a new idea. There are several vendors out there using semantics to drive ad views including Peer 39 and Dapper (a Yahoo! property), but he says he believes Admantx will be pushing the state of the art.
Aker says using Admantx technology, companies can serve more relevant ads, not just based on sentiment or context, but also from emotions, motivation and behaviors--a tall task--but Aker believes if he can achieve this, it will result in more relevant ads, which will drive click-throughs, and raise ad prices.
He believes by ultimately raising the cost of advertising on the web, this approach will drive more revenue for advertisers and publishers because people will get ads, not based on keywords, but on a deep set of semantic markers.
If this works out as Aker hopes, he thinks it could provide a way to fund semantic search technology on the open web. Time will tell if Aker is correct, but semantics certainly, on its face, seems to offer a better way to drive relevant ad display than current methods.
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