|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
Companies can harness IoT and predictive analytics to sustain business continuity; predict and manage site performance during emergencies; minimize expensive reactive maintenance; and forecast equipment and maintenance budgets and expenditures. Providing cost-effective, uninterrupted service is challenging, particularly for organizations with geographically dispersed operations.
Feb. 14, 2016 09:00 AM EST Reads: 102
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, will discuss how the ability to access and analyze the massive volume of streaming data from mil...
Feb. 14, 2016 09:00 AM EST Reads: 103
WebSocket is effectively a persistent and fat pipe that is compatible with a standard web infrastructure; a "TCP for the Web." If you think of WebSocket in this light, there are other more hugely interesting applications of WebSocket than just simply sending data to a browser. In his session at 18th Cloud Expo, Frank Greco, Director of Technology for Kaazing Corporation, will compare other modern web connectivity methods such as HTTP/2, HTTP Streaming, Server-Sent Events and new W3C event APIs ...
Feb. 14, 2016 08:30 AM EST
Join us at Cloud Expo | @ThingsExpo 2016 – June 7-9 at the Javits Center in New York City and November 1-3 at the Santa Clara Convention Center in Santa Clara, CA – and deliver your unique message in a way that is striking and unforgettable by taking advantage of SYS-CON's unmatched high-impact, result-driven event / media packages.
Feb. 14, 2016 08:30 AM EST Reads: 117
SYS-CON Events announced today that FalconStor Software® Inc., a 15-year innovator of software-defined storage 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. FalconStor Software®, Inc. (NASDAQ: FALC) is a leading software-defined storage company offering a converged, hardware-agnostic, software-defined storage and data services platform. Its flagship solution FreeStor®, utilizes a horizonta...
Feb. 14, 2016 07:30 AM EST
Silver Spring Networks, Inc. (NYSE: SSNI) extended its Internet of Things technology platform with performance enhancements to Gen5 – its fifth generation critical infrastructure networking platform. Already delivering nearly 23 million devices on five continents as one of the leading networking providers in the market, Silver Spring announced it is doubling the maximum speed of its Gen5 network to up to 2.4 Mbps, increasing computational performance by 10x, supporting simultaneous mesh communic...
Feb. 14, 2016 05:00 AM EST
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
Feb. 14, 2016 04:00 AM EST Reads: 263
Eighty percent of a data scientist’s time is spent gathering and cleaning up data, and 80% of all data is unstructured and almost never analyzed. Cognitive computing, in combination with Big Data, is changing the equation by creating data reservoirs and using natural language processing to enable analysis of unstructured data sources. This is impacting every aspect of the analytics profession from how data is mined (and by whom) to how it is delivered. This is not some futuristic vision: it's ha...
Feb. 14, 2016 03:45 AM EST Reads: 482
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts...
Feb. 14, 2016 02:00 AM EST Reads: 440
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Feb. 13, 2016 11:15 PM EST Reads: 318
One of the bewildering things about DevOps is integrating the massive toolchain including the dozens of new tools that seem to crop up every year. Part of DevOps is Continuous Delivery and having a complex toolchain can add additional integration and setup to your developer environment. In his session at @DevOpsSummit at 18th Cloud Expo, Miko Matsumura, Chief Marketing Officer of Gradle Inc., will discuss which tools to use in a developer stack, how to provision the toolchain to minimize onboa...
Feb. 13, 2016 08:00 PM EST Reads: 159
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
Feb. 13, 2016 02:00 PM EST Reads: 266
SYS-CON Events announced today that Avere Systems, a leading provider of enterprise storage for the hybrid cloud, 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. Avere delivers a more modern architectural approach to storage that doesn’t require the overprovisioning of storage capacity to achieve performance, overspending on expensive storage media for inactive data or the overbuilding of data centers ...
Feb. 13, 2016 01:30 PM EST Reads: 156
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
Feb. 13, 2016 01:30 PM EST Reads: 296
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze 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. Commvault is a leading provider of data protection and information management...
Feb. 13, 2016 12:45 PM EST Reads: 482
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, 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. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Feb. 13, 2016 12:00 PM EST Reads: 480
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
Feb. 13, 2016 12:00 PM EST Reads: 462
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay 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. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Feb. 13, 2016 11:45 AM EST Reads: 288
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
Feb. 13, 2016 11:30 AM EST Reads: 167
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Feb. 13, 2016 11:00 AM EST