Key To Making Semantic Search Real: Online Advertising Brooke Aker CMO Admantx

Recipe for Web Scale Apps

Recipe for Semantic Search

Then & Now in Ads 1950s & 1960s TV radically increases marketing messages Brands invest to reach consumers with new medium Agencies shape messages to make them exciting Today Web radically increases marketing messages Brands invest to reach consumers with new medium Online ad technologies match content to message - poorly

Why Semantics in Digital Ads? $25 billion across spent on 400+ ad suppliers in % Click Through Rate (CTR) on Ads

Audience Marketer Producer The Current Web Weakens Content Relationships KeywordsSEO Ineffective ads generate less clicks. Less clicks means less product sold for marketer. Display, Text Ads Less product sold means less to spend supporting content generation. Less quality content means less audience. Producer drops ad price to sell more ads. Less ad price means more cost control on quantity and quality of content.

“State of the Art” in Online Advertising (1)

“State of the Art” in Online Advertising (2)

“State of the Art” in Online Advertising (3)

Why Semantics in Digital Ads? "When an ad is targeted properly, it ceases to be an ad, it becomes important information," … WPP On average, 82% of all campaigns evaluated showed a positive sales lift … for the brands being advertised increased by 22% … Comscore [A] simple and effective way to mitigate the increasing risk associated with today’s digital advertising environment is to test the quality of an ad’s creative strategy and execution before launching a campaign … Comscore

Audience Marketer Producer A Semantic Web Strengthens Content Relationships SemanticsCreativity Matched ads generate more clicks. More clicks means more product sold for marketer. Engaging Ads More product sold means more to spend supporting content generation. Higher quality content means better / more audience. Producer raises ad price with an engaged audience that becomes captive. Better ad price means better content.

Understanding Content semantictags honor achievement business success growth award longevity duty performance Pages are semantically processed & tagged using methods similar to human comprehension to enrich any content with semantic information Loose association w/ entrepreneurs – boring!

Understanding Desires Admant

ad server semantictags Admant Better Ads Better association w/ entrepreneurs – Exciting !!

quantity price aggregate demand value of converting remnant to premium $14 billion in added value

Ads right = Semantic Search right Interface stays simple Interface interprets input giving user flexibility, feedback & clarity gas Did you mean …. gas – as in air in the room gas – as in fuel in the tank gas – as in natural gas gas – as in empty talk gas – as in the gas pedal gas – as in to poison

Ads right = Semantic Search right Interface stays simple Interface interprets input given user flexibility What are the projected prices for gas at the pump?

Ads right = Semantic Search right Interface stays simple Interface interprets input given user flexibility subject action object suggestions types sue GE UTC

Brooke Aker CMO Thank You