Click here to close now.

Welcome!

Search Authors: Carmen Gonzalez, Pat Romanski, Roger Strukhoff, Elizabeth White, JP Morgenthal

Related Topics: Web 2.0, XML, Open Source, Search, AJAX & REA, Security

Web 2.0: Blog Post

Using Taxonomy to Drive Online Contextual Advertising with Sophializer

Classifying Web Content to the IAB Taxonomy

It’s a Big Market …
…  online advertising.  There are 10,000 stories and data points about it.  Here are two to give some context to the journey below.  First, global online ad spending is projected by ZenithOptimedia to exceed print ad spend by 2015 (note 1).  This 2015 projected spend figure for online advertising is $132.4 billion.  Second, global online ad revenue is projected by another research agency, Digital TV Research, to hit $143 billion by 2017 (note 2).

These are prodigious amounts of money for companies to spend to connect with customers.  But … surely it’s easy to connect online customers to web content featuring, or suggesting, products? And surely, online is “better”?  Where can, and do, taxonomy-based approaches add value to this dance of moving (emotional and semantic) parts between the intentful consumer poised to shop and the intentful marketer with honed content?

Online Ad Targeting is Easy … so 'They' Say …
Really?  So what might be “easy”?  And, indeed, “better”?  Let’s unbundle these simulacra that look like very fuzzy concepts, and as ontologists and knowledge engineers let’s think our way forward with the concept of “precision”.

So … online is more precise than billboards by freeways?  Lightly stated, online has advantages.  What about magazine print ads vs. online?  Online has potential advantages. But … and this is a very big but … in both these cases (and all others) online depends on connecting potential customers to products, their features, their benefits, their attributes and so on precisely, and with precision that is repeatable and extensible.  Rather than random (random is the most expensive way to advertise and has fallen out of favor).  And, since online copy and online ads are words (including in videos) and are semantically classifiable, and since classifications can be organized into models (taxonomies and ontologies) … then there are advantages to be created through the combination of semantic analysis, categorization and taxonomy.

Now, let’s connect taxonomy, classification, semantics and optimizing online ad targeting.  There are a host of holy grails currently being sought in the web/mobile/social uber-ecosystem.  Some are well found, though not perfect, and are unlikely to traverse through a paradigmatic improvement.  Think ‘search’.  Others are most definitely not found (yet).  Given the size of the market outlined in the first paragraph, the rewards are huge to those with the tools and skillsets that know how to work with semantics, taxonomy/ontology, classification of content to taxonomy, and design of taxonomies to drive online targeting.

New Approaches to Classifying to the IAB Taxonomy with Sophializer
Sophia Search
is a recent entrant into this space.  (I have written about them before here.   Sophia Search’s tool – currently called the ‘Sophializer’ – categorizes any URL to nodes in the Internet Advertising Bureau (IAB) taxonomy.  Sophializer can also classify content of ads (and so create a semantic/conceptual ‘signature’ for each). The IAB Contextual Taxonomy comprises three levels:

  • Tier 1 – 23 nodes
  • Tier 2 – 371 nodes
  • Tier 3 – unspecified and vendor specific

Given that Sophializer categorizes both sides of this content dance – web page and ad – web properties can serve ads to any page automatically using the IAB taxonomy as the cross-mapping conceptual foundation.

Sophializer not only classifies to Tier 1 and Tier 2 it also discovers/generates robust classifications that can be used to customize Tier 3 for individual customers.

Benefits of Using Taxonomy for Ad Targeting
Taxonomy gives a framework to this kind of semantic work.  Essentially, we are cross-mapping both partners of this content dance – content and ad - using the IAB taxonomy  as a “choreographer” of sorts.  Other taxonomies could be used.  In fact, multiple taxonomies could be used – and this would be particularly powerful if these taxonomies were cross-mapped to each other.  For example, if you have content (web page, say, or ad) categorized and mapped to Taxonomy A and Taxonomy A is cross-mapped to the IAB taxonomy … then … you can propagate these ads to content that is already categorized.

Benefits of Using Categorization Tools to Assign Marketing Content to Taxonomy Nodes
There are a number of different methods of assigning content to nodes in any taxonomy –

  • Manually
  • Training sets of documents (training documents are most often manually selected as exemplars)
  • Categorization algorithms that work with semantic tokens

There is more than enough to say on each of these around methods, workflows, best practices and pitfalls for a blog post on each.  But not here.

Sophializer utilizes patented and proprietary algorithms in the core of their categorization engine.  Two fundamental points are worth, briefly, focusing on.  Firstly, different categorization engines use different patented technologies.  “Quality” from different categorizers is (very) variable.  Which is why it is important to carry out “Proofs of Concept” when evaluating this technology.

Secondly, the more semantically rich the taxonomy – e.g. fully enriched with synonyms and other types of evidence terms – the better “quality” one gets with any method of associating content to taxonomy nodes.   Both of these parameters are make-or-break (literally) in using semantics to target online ads.

Learn More 2.0
The Google Display Network is IAB Certified and complies with the top 2 tiers of the IAB Contextual Taxonomy.  You can read details of what Google do here and this also navigates you to the Google mapping to the IAB taxonomy Tier 1 and Tier 2.

Sophia Search currently has a number of engagements on the web that are live.  For example, targeting ads for non-fiction books (from a major publishing house) to news stories (on a pre-eminent news site).  You can contact them for details.

This is not an empty space.  Other companies are also searching for the holy grail of taxonomy-based content targeting mediated by content categorization that works.  See, for example, see ADmantX (http://blog.admantx.com/post/15726823528/a-new-iab-based-taxonomy-and-an...).

This whole space is an excellent example of where the application of the nexus of taxonomy, categorization and semantics will provide stratospheric business benefit.  Grails are waiting to be found here.

Notes
Note 1.  See ZenithOprimedia

The detailed ZenithOptimedia figures can be found here

Note 2.  See Hollywood Reporter

You can download the Digital TV Research press release about these figures here

@ThingsExpo Stories
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Every day we read jaw-dropping stats on the explosion of data. We allocate significant resources to harness and better understand it. We build businesses around it. But we’ve only just begun. For big payoffs in Big Data, CIOs are turning to cognitive computing. Cognitive computing’s ability to securely extract insights, understand natural language, and get smarter each time it’s used is the next, logical step for Big Data.
There's no doubt that the Internet of Things is driving the next wave of innovation. Google has spent billions over the past few months vacuuming up companies that specialize in smart appliances and machine learning. Already, Philips light bulbs, Audi automobiles, and Samsung washers and dryers can communicate with and be controlled from mobile devices. To take advantage of the opportunities the Internet of Things brings to your business, you'll want to start preparing now.
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner is Product Manager of the Omega DevCloud with KORE Telematics Inc., will discuss the evolving requirements for developers as IoT matures and conduct a live demonstration of how quickly application development can happen when the need to comply...
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, will discuss IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sector...
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists will peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fil...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...