|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
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Feb. 28, 2015 10:00 AM EST Reads: 3,189
SYS-CON Events announced today that Intelligent Systems Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1994, Intelligent Systems Services Inc. is located near Washington, DC, with representatives and partners nationwide. ISS’s well-established track record is based on the continuous pursuit of excellence in designing, implementing and supporting nationwide clients’ mission-cri...
Feb. 28, 2015 10:00 AM EST Reads: 1,133
PubNub on Monday has announced that it is partnering with IBM to bring its sophisticated real-time data streaming and messaging capabilities to Bluemix, IBM’s cloud development platform. “Today’s app and connected devices require an always-on connection, but building a secure, scalable solution from the ground up is time consuming, resource intensive, and error-prone,” said Todd Greene, CEO of PubNub. “PubNub enables web, mobile and IoT developers building apps on IBM Bluemix to quickly add sc...
Feb. 28, 2015 10:00 AM EST Reads: 4,589
The major cloud platforms defy a simple, side-by-side analysis. Each of the major IaaS public-cloud platforms offers their own unique strengths and functionality. Options for on-site private cloud are diverse as well, and must be designed and deployed while taking existing legacy architecture and infrastructure into account. Then the reality is that most enterprises are embarking on a hybrid cloud strategy and programs. In this Power Panel at 15th Cloud Expo (http://www.CloudComputingExpo.com...
Feb. 28, 2015 10:00 AM EST Reads: 3,941
There has been a lot of discussion recently in the DevOps space over whether there is a unique form of DevOps for large enterprises or is it just vendors looking to sell services and tools. In his session at DevOps Summit, Chris Riley, a technologist, discussed whether Enterprise DevOps is a unique species or not. What makes DevOps adoption in the enterprise unique or what doesn’t? Unique or not, what does this mean for adopting DevOps in enterprise size organizations? He also explored differe...
Feb. 28, 2015 10:00 AM EST Reads: 2,285
Data-intensive companies that strive to gain insights from data using Big Data analytics tools can gain tremendous competitive advantage by deploying data-centric storage. Organizations generate large volumes of data, the vast majority of which is unstructured. As the volume and velocity of this unstructured data increases, the costs, risks and usability challenges associated with managing the unstructured data (regardless of file type, size or device) increases simultaneously, including end-to-...
Feb. 28, 2015 09:45 AM EST Reads: 1,947
The excitement around the possibilities enabled by Big Data is being tempered by the daunting task of feeding the analytics engines with high quality data on a continuous basis. As the once distinct fields of data integration and data management increasingly converge, cloud-based data solutions providers have emerged that can buffer your organization from the complexities of this continuous data cleansing and management so that you’re free to focus on the end goal: actionable insight.
Feb. 28, 2015 09:30 AM EST Reads: 1,591
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
Feb. 28, 2015 09:15 AM EST Reads: 1,173
Between the compelling mockups and specs produced by your analysts and designers, and the resulting application built by your developers, there is a gulf where projects fail, costs spiral out of control, and applications fall short of requirements. In his session at DevOps Summit, Charles Kendrick, CTO and Chief Architect at Isomorphic Software, will present a new approach where business and development users collaborate – each using tools appropriate to their goals and expertise – to build mo...
Feb. 28, 2015 09:00 AM EST Reads: 2,827
The Internet of Things (IoT) is causing data centers to become radically decentralized and atomized within a new paradigm known as “fog computing.” To support IoT applications, such as connected cars and smart grids, data centers' core functions will be decentralized out to the network's edges and endpoints (aka “fogs”). As this trend takes hold, Big Data analytics platforms will focus on high-volume log analysis (aka “logs”) and rely heavily on cognitive-computing algorithms (aka “cogs”) to mak...
Feb. 28, 2015 09:00 AM EST Reads: 954
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities. In his session at @ThingsExpo, Gary Hall, Chief Technology Officer, Federal Defense at Cisco S...
Feb. 28, 2015 09:00 AM EST Reads: 1,033
With several hundred implementations of IoT-enabled solutions in the past 12 months alone, this session will focus on experience over the art of the possible. Many can only imagine the most advanced telematics platform ever deployed, supporting millions of customers, producing tens of thousands events or GBs per trip, and hundreds of TBs per month. With the ability to support a billion sensor events per second, over 30PB of warm data for analytics, and hundreds of PBs for an data analytics arc...
Feb. 28, 2015 09:00 AM EST Reads: 1,174
Big Data is amazing, it's life changing and yes it is changing how we see our world. Big Data, however, can sometimes be too big. Organizations that are not amassing massive amounts of information and feeding into their decision buckets, smaller data that feeds in from customer buying patterns, buying decisions and buying influences can be more useful when used in the right way. In their session at Big Data Expo, Ermanno Bonifazi, CEO & Founder of Solgenia, and Ian Khan, Global Strategic Positi...
Feb. 28, 2015 08:00 AM EST Reads: 1,036
SYS-CON Media announced today that XebiaLabs launched a popular blog feed on DevOps Journal with close to 2,000 story reads in less than a day. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. DevOps Journal brings valuable information to DevOps professionals who are transforming the way enterprise IT is done.
Feb. 28, 2015 05:00 AM EST Reads: 2,253
Cloudian, Inc., the leading provider of hybrid cloud storage solutions, today announced availability of Cloudian HyperStore 5.1 software. HyperStore 5.1 is an enhanced Amazon S3-compliant, plug-and-play hybrid cloud software solution that now features full Apache Hadoop integration. Enterprises can now transform big data into smart data by running Hadoop analytics on HyperStore software and appliances. This in-place analytics, with no need to offload data to other systems for Hadoop analyses, en...
Feb. 28, 2015 04:00 AM EST Reads: 2,323
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use c...
Feb. 28, 2015 04:00 AM EST Reads: 2,836
XebiaLabs has announced record growth and major highlights for 2014. These milestones include: Triple-digit worldwide revenue growth. Record number of new customers including 3M, Allianz, American Express, Credit Agricole, Digital Globe, Electronic Arts, EMC, Expedia, Fandango / NBC Universal, GATX, General Electric, ING, KPMG, Liberty Mutual, Natixis, Paychex, Providence Health, Societe General, Thomson Reuters TIIA-CREF and Umpqua Bank.
Feb. 28, 2015 01:30 AM EST Reads: 1,669
CodeFutures has announced Dan Lynn as its new CEO. Lynn assumes the role from Founder Cory Isaacson, who has joined RMS and will now serve as chairman of CodeFutures. Lynn brings more than 14 years of advanced technology and business success experience, and will help CodeFutures build on its industry leadership around its Agile Big Data initiatives. His technical expertise will be invaluable in advancing CodeFutures’ AgilData platform and new processes for streamlining and gaining value from gro...
Feb. 28, 2015 12:15 AM EST Reads: 2,042
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been ...
Feb. 27, 2015 09:30 PM EST Reads: 946
“We just completed the roll out of our first public and private cloud offerings, which are a combination of public, hybrid, and private cloud,” stated Erik Levitt, CEO of Open Data Centers, in this SYS-CON.tv interview at the 14th International Cloud Expo®, held June 10-12, 2014, at the Javits Center in New York City. Cloud Expo® 2014 Silicon Valley, November 4–6, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the...
Feb. 27, 2015 07:00 PM EST Reads: 6,095