ad pepper shields brands through semantics
ADOTAS – It seems perfect for a black humor version of Jay Leno’s “Headlines”: Right next to the report of a grisly stabbing in Chicago was an ad for a sale on knives.
Except a snickering reader couldn’t clip this out and send it to the “Tonight Show” — this queasy combination appeared on CNN.com.
Thus the problem of contextual advertising — sure, the article featured the same instrument the ad was trying to sell, but the exchange engine couldn’t distinguish between “weapon” and “cutlery.”
ad pepper media’s SiteScreen technology, however, can and would stop the odd couple from pairing. And as of today, Nov. 5, that technology is available for agencies via a new platform.
As more and more brands enter the online advertising world, the concept of brand protection grows more and more relevant. And the concern runs deeper than a fear of a kid’s cereal winding up on a porn site. For example, an airline would be mortified if ad for overseas discounts appeared next to a news story about a plane crashing into the Atlantic.
“Brands have distinct fears,” said Sacha Carton, president of iSense and director of the board for ad pepper. “There isn’t one network that hasn’t received a panicked call from an advertiser at 11 p.m. saying ‘Take my ad down!’” As a network veteran, Carton knows the pain of yanking an ad from a chain of networks.
While other solutions use keyword analysis or databases of “safe sites,” the SiteScreen technology works as a virtual shield, ensuring that ads are not loaded next to potentially objectionable content. The platform performs real-time semantic analysis of every possible ad location before delivery.
“Rather than identifying content for targeting, we’re analyzing content for blocking,” he added.
The preliminary work for the SiteScreen engine dates back into the mid-80s with the work of Professor David Crystal OBE, a master linguist. The concept evolved into a source for analyzing and categorizing web pages, with the goal of designing a powerful engine that could predict pages written tomorrow. A team of 40 lexicographers produced the basic research to buffer the engine.
“We’ve achieved pretty near 100% accuracy with sentiment,” Crystal said.
Crystal’s sense engine was patented in 1998 and in 2006 ad pepper acquired Crystal’s company and integrated the technology into its network. Alas, ad pepper discovered the demand for SiteScreen was too huge and decided it was time to “let the technology out of the bag,” as Carton put it.
Beyond the blocking services, SiteSense provides transparency down to specific URLs; Analytics include number of ads served and block. The engine is available in 12 languages and ad pepper employs teams of editors across the globe dedicated to linguistic localization.
“The last two to three years, ad networks have been putting money into faster algorithms, but they’re still inefficient,” Sacha. “The only really efficient method is a linguistic-based search.”
Reader Comments.
This is very similar to what ContextWeb has been doing for 5+ years (semantic, or contextual targeting). I’ve heard some companies talking about picking up tone in an article (am I promoting a product or talking about a product in a negative light). Can iSense pick up tone, and if so, how?
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