It’s all semantics: cookie-less targeting and digital moneyball!
@fspaggiari
In response to our recent award, announced a couple of weeks ago at CeBit, we had the chance to speak with Otilia Otlacan, the founder and editor of AdOperationsOnline about how ADmantX is helping address some of the challenges facing display advertising today.
One of the most important features of ADmantX is that we don’t use any cookies or behavioral tracking and instead, our technology focuses on online page content: topics (based on an IAB compliant taxonomy), feelings, intentions and entities. This is a real advantage in addressing one of the biggest challenges—the mis-match of content to ads. Also, since during the ad match process ADmantX doesn’t track the movement of online users, this is a transparent way to maintain the benefits of targeting without invading consumers’ privacy.
Otilia tried ADmantX and found it “eerily accurate” – and that’s what we like to hear :-) Another strength of ADmantx is our ability to identify not just words, but more importantly, context and emotion. We’re able to pinpoint content related to concepts or emotions regardless of whether a specified ‘keyword’ is present or not.
For example, a new smartphone might want to target content related to feelings such as “modern” and “success”. ADmantX can return the content related to “success” independently whether the keyword is present or not because the semantic understanding of the content helps to really identify the mood of the page.
You can read the full interview with ADmantX CEO Luca Scagliarinir here.
I would also like to take this opportunity to inform you that tomorrow, our CMO, J. Brooke Aker will join the OMMA Global panel discussion "Driving Conversion The Display Way” to discuss online display advertising issues and challenges.
If you’re in San Francisco tomorrow, I hope you’ll join us! Click here to read more about the event: “Digital Moneyball!”