Semantic targeting is nothing new. What is your difference?
A distinction must be made between several levels of targeting. Searching for a keyword in content is the principle applied at Google. We are not looking for keywords but for expressions used in the content to understand the meaning and feeling of an article. Let's take auto targeting as an example. Keyword targeting may refer to both the last launch at Renault and Carlos Ghosn. Semantic targeting will know how to balance things out. The idea is to fully control what meaning this implies and whether there is value for the advertiser.
Since you analyze the content consumed by the user, do you not need to place a cookie in their browser?
No We target content that the user reads at any given moment, regardless of what the user does before or after. We get the URL and we know what the content is about. All users arriving at the same URL will potentially have the same advertiser, the same banner. This is different from contextual targeting technologies. The latter are in reality pure retargeting. They place a cookie on users' computers, which will then be retargeted throughout their browsing based on a search carried out. So it's different for us.Read the full article on Ad-Exchange.
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