Sublime & Subliminal: Semantics for Online Advertising A leap forward in monetising the web J. Brooke Aker CEO Expert System USA October8, 2008 Agenda 1. State of Online Advertising Today 2.
The Science of Semantics 3. Cogito Semantic Advertiser 4. Extensions 5.
About Cogito & Expert System State of Online Advertising Today Online Advertising has driven the monetization of the web to date BUT 3inaccuracies and mistakes in matching ads to page contents; "Degrade brands "Sacrifice click throughs "Distract consumers elsewhere 4 There 9s no mention of BlackBerry despite it 9s usually considered in Ads by Google 5 Here is the cover of The NY Times I saw this morning. No blame of Google here. But it isn 9t so good if a reader finds adv focused on cruises when the big news is focused on a ferry boat tragedy& 6 Carrying on reading the article on the Philippine 9s sea tragedy you can see that the google ads on the bottom of this page suggest a ferry boat trip to an amazing island& 7 The article is about the Jaguar (intended as an animal) on the Fazenda San Francisco Ranch, in Brazil.
The first ad by Google refer to a Jaguar (intended ... more. less.
as a car) dealer shop! 8 The search for artciles about cair disaster din the New York times data base returns the ad of the Southwest Airlines The Science of Semantics Semantics = Machine Comprehension Computers that can read and understand just as you do Can be applied widely; " Natural language search " Question & Answer systems " Consumer sentiment research " Corporate Knowledge Management & Intelligence " Consumer Online Advertising Current Technology 3 Problems with Keyword Technology; 1. Same Word Different Meanings Jaguar (animal) Jaguar (car) 2.<br><br> Different Words Same Meaning Disability Legislation Equal Opportunity Law 3. Different Words Related Meaning Organization Company Organization Charity Organization Trade Union Results in Declining Productivity Productivity of Search Amount of Information Databases Files & Folders Directories Keyword Search (Google) Tagging Natural Language Search Semantic Search Desktop PC Era World Wide Web Web 1.0 Social Web Web 2.0 Semantic Web Web 3.0 So What Then is the Semantic Web? Web 1.0 ProducerConsumer Web 2.0 Web 3.0 One Producer Many Consumers Everyone Produces Everyone Consumes Everyone Produces Pinpoint Consumption semantics 14 4 Approaches DefinitionExample Morphological Analysis understand word forms dog , dogs , and dog-catcher are closely related Grammatical Analysis understand the parts of speech "There are 40 rows in the table" uses rows as a noun, vs.<br><br> "She rows 5 times a week" uses rows as a verb Logical Analysis understand how words relate to other words "Jeffrey Skilling, represented by Attorney Daniel Petrocelli, is married to Rebecca Carter". Rebecca is married to Jeffrey not Daniel. Semantic Analysis (disambiguation) understand the context of key words "I used beef broth for my soup stock" uses stock in the context of food, vs.<br><br> "The company keeps lots of stock on hand" uses stock in the context of inventory. Cogito: semanticunderstanding Technologythatunderstandsthe realmeaningofthe words 3 basedon theoriesofhumancomprehension The heart of semantic technology ; Quality of results derived from the complexity and richness of the network. Includes all definitions of all words.<br><br> Include relationships among all words. COGITO®English Semantic Network: -350,000 words -2.8m relationships What is a Semantic Network? WhatisCogito SemanticAdvertiser?<br><br> Cogito Semantic Advertiser (CSA) is a system designed to enable the publishing of targeted promotional messages related to web page content. Based on the company 9s patent pending semantic technology , Expert System 9s CSA can: analyze automatically the web pages in order to identify the most relevant topics and extract the main themes included in the text classify content by assigning, in real time, based on an optimized taxonomy and with high precision, the category related to the text process text and collect all useful data in an output format structured to be easily uploaded into a database be directly integrated with the ad server, enabling the selection and the serving of the most relevant ads for the reference web page. Point, Drag and Drop to build new ad profiles Building Ad Profiles Testing Ad Placement Ad Profile correctly would place ad with this page Avoiding Inaccurate Pages Ad Profile avoids placing ad with this page 3mostly politics 23 Corporate background Most accurate, largest, fastest growing semantics company worldwide 100+ customers including large corporations, government in; -business intelligence -enterprise search & data extensibility -market sentiment -customer care 100+ dedicated engineers focused on core semantic technology, applications, tools and services: 200 man/years in the development of COGITO over the last 10 years.<br><br> 15 yearsold, private & profitable -FY2007: $12M, 115+ employees, 40% growth each of last 2 years -Officesin Connecticut, California, Florida, UK, Italy, & Germany 24 Platformbackground Expert System 9s semantic intelligence platform is branded 8COGITO 9 COGITO, literal translated from Latin is cI think d We offer out of the box and customized solutions applied to unstructured text intelligence: Cogito Focus -search, knowledge management, CRM, SFA, semantic tagging Cogito Monitor 3business intelligence for consumer & brand sentiment monitoring Cogito Semantic Advertiser 3semantic advertising, increase CPM Cogito Categorizer 3semantic processing for high volume document management Cogito Answers 3natural language question & answer system for customer support 25 Cogito is generic and horizontal and can transformunstructured information in structured data that can be managed with standard databases. 26 SelectPrivate Sector Customers Suggestions for Next Web Seminar ? Thankyou Brooke Aker CEO ofExpert System US +1 860-614-2411 email@example.com www.expertsystem.net<br><br>