In-Text Advertising

Story-Level Targeting

Publishers and Advertisers want to reach qualified audiences efficiently and effectively, by showing additional related information and highly relevant contextual ads.  Increasingly they want to do this using In-content and In-Text methods.

The Challenges:

There are two challenges to making In-Text and related information and advertising highly relevant and useful to the users, at scale.

1. Keyword match alone is insufficient. Given the many ways in which Keywords can be used (i.e. software application vs. makeup application) Keyword targeting often fails in providing an accurate description of a story that will match the advertisers' goals. What is lacking is an understanding of the true meaning of a page, and the actual topics represented in the story, alongside an understanding of the semantic meaning of the keywords and phrases that are found within the content. Without this ability it is impossible to ensure the highest degree of relevancy for the advertiser, as well as difficult to protect the advertiser and publisher brand.
2. Internet content is increasingly becoming an active and growing "dialogue".  The blogging format, comments, evolving links and referrals are examples of ways in which stories and web pages continually develop after their initial posting. In many cases this evolving content enhances the story, often opening up additional advertising opportunities. Static, a priori, advertising determination does not consider these nuanced changes, nor their impact on the totality of any given story.
   
   

The Solution: Story Level Targeting

Story Level Targeting fully understands, in real-time the overall theme of any given story. It does not solely rely on keyword and phrase matching. Instead it comprehends the true topics of the story and accurately matches the most relevant additional information and advertisements to each page by using the most appropriate keyword phrases to make this connection.  Story Level Targeting takes into consideration all dynamic content updates, and works regardless of the general topical categorization of the site. It opens up the most relevant context across the entire web, and encompasses both topically endemic (singularly focused sites) and non endemic sites.

Example:  Story Level Targeting enables the showcasing of a BlackBerry ad within a story about smartphones temporarily featured on SmartMoney.com, a financial site.  With Kontera, BlackBerry reaches their target audience, who is researching or interested in the latest smartphone developments, even though these users are currently visiting a finance and not technology site.

How Does Story Level Targeting Differ from Basic Keyword Targeting?

Many commonly advertised keywords can be used for many disparate topics. Since Keyword targeting looks only for keyword and phrase matches, it often fails to deliver an accurate match between the story's context and the topic that the advertiser is targeting. Additionally, Keyword targeting alone cannot solve ambiguities (i.e. showing a Cisco ad on the keyword "networking" when the story is about social networking). Considering this, Keyword targeting often "misses the point" and fails to take the "big picture" into account, resulting in a sub par user experience and inconsistent conversions.
Through a dynamic analysis of the true context of the page, Story Level Targeting guarantees the highest degree of relevancy and best possible match between advertisements and the content in which they're showcased, thus increasing user engagement and interest.

How Does It Work?

Kontera's patented In-Text Semantic Analysis Technology identifies story level topics and then selects the most appropriate keywords and keyword phrases to highlight within the page. Kontera's core technology is based on Natural Language Processing, Machine Learning and other proprietary linguistic, semantic and statistical algorithms.
Since Kontera analyzes pages in real-time, all content updates are taken into account upon every pageview. Each time a page is served Kontera assess it’s overall topics, and selects the most appropriate keywords and phrases to which specific and highly relevant information and ads should be linked. 

Advantages of Story Level Targeting:

For Users:

• The higher relevancy of related information and advertisements provided users with valuable information.

For Advertisers:

• Greater engagement with the end users through a highly relevant in-context presence, delivered anywhere on the web that the users may be seeking information.

• Increased reach in highly relevant stories, across qualified yet less easily categorized content sites, that results in a more qualified consumer audiences and greater efficiency within advertising buys.

For Publishers:

• Kontera's In Text advertisements and related information products have much greater relevancy, thereby enhancing user experience and supporting the publisher's brand.

Kontea's Story Level Targeting generates higher revenues, not only due to high click-through and conversion to action rates, but also through enhanced content targeting that goes beyond the core focus of the site.