|By Rennie Walker||
|February 26, 2013 11:23 AM EST||
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 –
- 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.
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
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 23, 2016 06:15 PM EDT Reads: 337
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and 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 ...
May. 23, 2016 05:00 PM EDT Reads: 4,593
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 23, 2016 04:30 PM EDT Reads: 735
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices 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 y...
May. 23, 2016 04:00 PM EDT Reads: 1,794
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
May. 23, 2016 03:00 PM EDT Reads: 566
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
May. 23, 2016 03:00 PM EDT Reads: 1,645
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 23, 2016 02:30 PM EDT Reads: 1,676
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will discuss the vast to...
May. 23, 2016 02:00 PM EDT Reads: 2,320
SYS-CON Events announced today that Enzu, a leading provider of cloud hosting solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to foc...
May. 23, 2016 01:45 PM EDT Reads: 2,036
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
May. 23, 2016 12:45 PM EDT Reads: 1,307
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
May. 23, 2016 12:30 PM EDT Reads: 1,778
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
May. 23, 2016 12:30 PM EDT Reads: 2,018
SYS-CON Events announced today that 24Notion has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. 24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to con...
May. 23, 2016 09:15 AM EDT Reads: 1,644
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
May. 23, 2016 08:15 AM EDT Reads: 2,369
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
May. 23, 2016 08:00 AM EDT Reads: 1,912
When it comes to IoT in the enterprise, namely the commercial building and hospitality markets, a benefit not getting the attention it deserves is energy efficiency, and IoT's direct impact on a cleaner, greener environment when installed in smart buildings. Until now clean technology was offered piecemeal and led with point solutions that require significant systems integration to orchestrate and deploy. There didn't exist a 'top down' approach that can manage and monitor the way a Smart Buildi...
May. 23, 2016 07:30 AM EDT Reads: 2,009
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
May. 23, 2016 04:15 AM EDT Reads: 2,338
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
May. 23, 2016 03:45 AM EDT Reads: 2,947
Korean Broadcasting System (KBS) will feature the upcoming 18th Cloud Expo | @ThingsExpo in a New York news documentary about the "New IT for the Future." The documentary will cover how big companies are transmitting or adopting the new IT for the future and will be filmed on the expo floor between June 7-June 9, 2016, at the Javits Center in New York City, New York. KBS has long been a leader in the development of the broadcasting culture of Korea. As the key public service broadcaster of Korea...
May. 23, 2016 03:45 AM EDT Reads: 1,665
The idea of comparing data in motion (at the sensor level) to data at rest (in a Big Data server warehouse) with predictive analytics in the cloud is very appealing to the industrial IoT sector. The problem Big Data vendors have, however, is access to that data in motion at the sensor location. In his session at @ThingsExpo, Scott Allen, CMO of FreeWave, will discuss how as IoT is increasingly adopted by industrial markets, there is going to be an increased demand for sensor data from the outer...
May. 22, 2016 05:00 PM EDT Reads: 1,857