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WEBINAR: Monetizing Content with Semantic Technologies

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Semantic technology solves a concrete problem: sorting through large collections of unstructured data. With unstructured data expected to account for over 80 percent of all data within the next five years, the ability to target this data using semantic technology opens doors to better understand context and intent in search, and ultimately achieve greater visibility and relevant results. This presentation will showcase how semantic technologies can understand article content and select contextually relevant adverts to most effectively monetize content for advertisers and publishers.

* Discover how semantic technology helps thousands of advertisers reach their audience in a meaningful way, and helps hundreds of online publishers monetize their content.
* Learn how semantic technology reduces errors and time spent by marketers when defining their campaigns and yield better overall results.
* Understand some of the challenges that come with semantic technologies and how to address them ahead of time.
* Go behind the scenes with semantic and linguistic processing of web pages.

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WEBINAR: Monetizing Content with Semantic Technologies

  1. 1. SEMANTICS, RELEVANCE AND MONETIZATION Gerald Burnand, CTO
  2. 2. Confidential – Property of NTENT™ 2
  3. 3. Overview • Campaign management challenges related to paid search advertising • Semantic technologies to the rescue • Managing a large semantic indexing engine • Semantic technologies in action Time for questions at the end…. Confidential – Property of NTENT™ 3
  4. 4. Today’s Typical Paid Search Advertising CAMPAIGN MANAGEMENT Confidential – Property of NTENT™ 4
  5. 5. Paid Search Advertising Agency Ad Network Consumer Publisher Product or Service 5 Advertiser Confidential – Property of NTENT™
  6. 6. Building a Campaign What you do: • Create new campaign • Write your ads • Landing pages • Conversion tracking • Fund campaign What? Wait! Why? • Set up and optimize keyword campaigns • Become an expert at keyword selection – negative keywords, quality score, broad matching, long tail, bid management, search query report • Acquire tools to help in the process • Rinse, Repeat … Confidential – Property of NTENT™ 6
  7. 7. Common Problems with Keyword Selection • Target High Value or Long Tail • Deal with Ambiguity • Filter Unwanted Articles (and Keywords) Confidential – Property of NTENT™ 7
  8. 8. Selecting Keywords • Target affordable popular queries? • Target expensive specific queries? • Target large volume of cheaper long tail queries? • Am I forgetting any keywords? Keyword Competition Global Monthly Searches an attorney Medium 13,600,000 attorney in Medium 13,600,000 lawyers in High 11,100,000 attorneys Medium 7,480,000 attorneys in Medium 7,480,000 lawyers attorneys High 6,120,000 attorney lawyer High 6,120,000 … … … attorney accident High 368,000 attorney for accident High 368,000 lawyers accident High 368,000 lawyers for accident High 368,000 Source: Google Adwords Confidential – Property of NTENT™ 8
  9. 9. Addressing Ambiguity How do I handle ambiguous keywords? Should I show an ad for Which apple did you mean? Windows or windows? 9
  10. 10. Filtering Unwanted Articles (Negative Keywords) Both Articles Contain the Words “Camera” and “Killing”. Should you include “Killing” as a negative keyword? Confidential – Property of NTENT™ 10
  11. 11. It Is Not Simple! Confidential – Property of NTENT™ 11
  12. 12. In Summary Traditional campaigns management is not trivial: • Select the right keywords and the right price • Avoid undesirable content • Continuous tuning • Spend time and money on a task a machine can do Confidential – Property of NTENT™ 12
  13. 13. What is the Alternative? Use semantic technologies: • Select all possible concepts (and associated words) relevant to a product • Provide disambiguation (distinguish between meanings) • Match relevant adverts to articles with concepts rather than keywords • Flag negative themes and undesirable content Benefit for advertisers: • No need for keyword management and difficult keyword targeting decisions • No steep learning curve to advertise online • More time to concentrate on creative aspects of your campaign • Protect advertisers brand Benefit for publisher: • More targeted ads, in line with article content yields more revenue Confidential – Property of NTENT™ 13
  14. 14. A Primer On SEMANTIC AD MATCHING Confidential – Property of NTENT™ 14
  15. 15. The Concept How would a human do it? 1. Look at an article, its theme 2. Look at all available adverts, what they are about 3. Select adverts that have most concepts in common with the article 4. Pick the most relevant adverts Confidential – Property of NTENT™ 15
  16. 16. Semantic Indexing of Article and Adverts Publisher Article (BHG.com) Semantic Ontology Product Advert & Landing Page Product Advert & Landing Page Engine 16 Confidential – Property of NTENT™
  17. 17. Advert Semantic Indexing Advert and Landing Page (TYRRELL & LAING INTL) Concept Rank bathtub (shower or tub) 2.0000 Stone (Masonry) 1.1340 shower or tub (bathroom product) 0.5000 accommodation/lodging (travel service) 0.4433 plumbing supply (building supply) 0.3299 plumbing product (products) 0.3299 condo (home type) 0.2887 range (cooking appliance) 0.2680 jacuzzi tub (pool and pool maintenance) 0.2474 houseware (products) 0.2062 bathroom product (products) 0.1186 17 Confidential – Property of NTENT™
  18. 18. Semantic Indexing on Advert Contempo Living Advert and Landing Page (Contempo Living) Concept Rank bathroom faucet (faucet) 1.0139 kitchen faucet (faucet) 1.0000 plumbing supply (building supply) 0.9583 sink (plumbing product) 0.8194 houseware (products) 0.7083 cabinet (indoor furniture) 0.5417 garden tool (gardening equipment) 0.4667 gardening supplies (Parts and Supplies) 0.4583 garden decor (home decor) 0.4583 cabinet hardware (architectural hardware) 0.2778 kitchen products (products) 0.2778 plumbing product (products) 0.2396 bathroom product (products) 0.2361 faucet (plumbing product) 0.1875 Confidential – Property of NTENT™ 18
  19. 19. Article Semantic Indexing (BHG.com) The first time a user visits the publisher article (BHG.com) Concept Rank bathroom faucet (faucet) 1.3744 gardening supplies (Parts and Supplies) 0.9075 garden decor (home decor) 0.9075 plumbing supply (building supply) 0.8987 garden tool (gardening equipment) 0.8943 houseware (products) 0.6079 sink (plumbing product) 0.5815 faucet spout (faucet) 0.3348 faucet (plumbing product) 0.2930 bathroom product (products) 0.2555 plumbing product (products) 0.2247 finish (painting supply) 0.1850 washer (nuts and bolts) 0.1410 countertop (kitchen products) 0.1233 Confidential – Property of NTENT™ 19
  20. 20. Matching Article and Adverts . . . Publisher Article (BHG.com) Product Landing Page and Advert Confidential – Property of NTENT™ 20
  21. 21. Ad Matching against Tyrell & Laing Landing Page (TYRRELL & LAING) Publisher Article (BHG.com) Concept Rank bathroom faucet (faucet) 1.3744 gardening supplies (Parts and Supplies) 0.9075 garden decor (home decor) 0.9075 plumbing supply (building supply) 0.8987 garden tool (gardening equipment) 0.8943 houseware (products) 0.6079 sink (plumbing product) 0.5815 faucet spout (faucet) 0.3348 faucet (plumbing product) 0.2930 bathroom product (products) 0.2555 plumbing product (products) 0.2247 finish (painting supply) 0.1850 washer (nuts and bolts) 0.1410 countertop (kitchen products) 0.1233 Concept Rank bathtub (shower or tub) 2.0000 Stone (Masonry) 1.1340 shower or tub (bathroom product) 0.5000 accommodation/lodging (travel service) 0.4433 plumbing supply (building supply) 0.3299 plumbing product (products) 0.3299 condo (home type) 0.2887 range (cooking appliance) 0.2680 jacuzzi tub (pool and pool maintenance) 0.2474 houseware (products) 0.2062 bathroom product (products) 0.1186 Confidential – Property of NTENT™ 21
  22. 22. Ad Matching against Contempo Living Publisher Article (BHG.com) Landing Page (Contempo Living) Concept Rank bathroom faucet (faucet) 1.3744 gardening supplies (Parts and Supplies) 0.9075 garden decor (home decor) 0.9075 plumbing supply (building supply) 0.8987 garden tool (gardening equipment) 0.8943 houseware (products) 0.6079 sink (plumbing product) 0.5815 faucet spout (faucet) 0.3348 faucet (plumbing product) 0.2930 bathroom product (products) 0.2555 plumbing product (products) 0.2247 finish (painting supply) 0.1850 washer (nuts and bolts) 0.1410 countertop (kitchen products) 0.1233 Concept Rank bathroom faucet (faucet) 1.0139 kitchen faucet (faucet) 1.0000 plumbing supply (building supply) 0.9583 sink (plumbing product) 0.8194 houseware (products) 0.7083 cabinet (indoor furniture) 0.5417 garden tool (gardening equipment) 0.4667 gardening supplies (Parts and Supplies) 0.4583 garden decor (home decor) 0.4583 cabinet hardware (architectural hardware) 0.2778 kitchen products (products) 0.2778 plumbing product (products) 0.2396 bathroom product (products) 0.2361 faucet (plumbing product) 0.1875 22
  23. 23. Resulting Ads Best Less Relevant Confidential – Property of NTENT™ 23
  24. 24. Flag Negative Themes and Undesirable Content Concept Rank dictator (authoritarian) 104 Serbia (Geographical Region) 74 Balkan State (Geographical Region) 57 Beograd (city) 54 The Observer (UK newspaper) 46 garden (cultivated land) 38 former head of state (statesmen) 34 ex-president (former head of state) 31 the Hague (city) 26 coffin (burial container) 25 Yugoslav (Historic Nation) 20 funeral ceremony (professional service) 20 husband (mate) 20 presidents family (Family) 18 town (municipality) 18 married woman (mate) 17 son (male offspring) 17 socialist party (political party) 17 man (male person) 15 hero (person) 14 minority (Ethnicity) 14 lime tree (Citrus amara) 13 prison cell (cell) 13 war criminal (criminal) 13 Id Facet Name death_Topic Death unfortunateEvent_Topic Unfortunate Event s war_Topic War Fertilizer company may want to skip advertising on this page SemTechBiz NYC 2013 24 Confidential – Property of NTENT™
  25. 25. Semantics Brings Relevance Let the machine do the tricky part! • Operates at the concept level, not keywords • Handles disambiguation • Facet classification is more subtle than negative keywords Confidential – Property of NTENT™ 25
  26. 26. Relevance Improves Monetization • No need for keyword management • Integrated brand safety • No spending on additional tools Do What You Do Best: • Build new campaign • Write your ads • Optimize landing pages • Track conversion Confidential – Property of NTENT™ 26
  27. 27. What It Takes To Engineer the SEMANTIC INDEXING ENGINE 27 Confidential – Property of NTENT™
  28. 28. Two Main Components Semantic Indexer Ontology Confidential – Property of NTENT™ 28
  29. 29. Large Ontology • 500K Concepts • Over 2.5M Expressions (language-specific) • Links between concepts • Dozens of domains • Broad coverage allows ontology to capture ambiguity • Rule-based facets track offensive language, adult content, unfortunate events 29 Intermediate Specific Lepidoptera Butterfly Generic Living Being
  30. 30. Semantic Indexing • HTML Parsing • Language Detection • Tokenization and stemming • Boilerplate Detection • Concepts identification and disambiguation • Entity extraction • Rule-based & Bayesian faceting Confidential – Property of NTENT™ 30
  31. 31. Example: King Disambiguation I defeated the king with a rook. I won the king with an ace. Confidential – Property of NTENT™ 31
  32. 32. 32 King Specialization in the Ontology king king More Generic Confidential – Property of NTENT™
  33. 33. 33 Activation and Disambiguation I defeated the king with a rook. Screenshot of NTENT’s visualization tool Confidential – Property of NTENT™
  34. 34. 34 Activation and Disambiguation I won the king with an ace. Screenshot of NTENT’s visualization tool Confidential – Property of NTENT™
  35. 35. Maintaining a Large Ontology • Ontology is source controlled • Tools to edit, visualize ontology • Consistency checks to validate structure • Daily TREC-like test to control quality Confidential – Property of NTENT™ 35
  36. 36. 36 Ontologized Concept: Faucet Confidential – Property of NTENT™
  37. 37. Neighbors Faucet: Parent Concepts Subsumption Relationships Confidential – Property of NTENT™ 37
  38. 38. 38 Faucet: Broader and Narrower Concepts Confidential – Property of NTENT™
  39. 39. Faucet: Parts, Homonyms Confidential – Property of NTENT™ 39
  40. 40. Error Detection Confidential – Property of NTENT™ 40
  41. 41. Concept Editing 41
  42. 42. Concept Editing 42
  43. 43. Daily Quality Checks Screenshot of TREC-style quality evaluation 43 Confidential – Property of NTENT™
  44. 44. Robust Semantic Platform • Large ontology with deep coverage in dozens of verticals • Continuous improvement backed by powerful visualization and editing tools • Daily consistency and quality assessment • Improvements benefit all advertisers and publishers Confidential – Property of NTENT™ 44
  45. 45. SEMANTIC APPLICATIONS 45
  46. 46. Designed for publishers looking to monetize their content more effectively, our NTENTLink™ widget provides a better ad experience by matching relevant ads to publisher content based on page-level relevance. 46 CONTENT MONETIZATION: NTENT ADS Powered with “intelligence” that understands the context of every web page, NTENTLink™ targets ads with unparalleled relevance.
  47. 47. Personalize the way users discover video content with our Video Recommendation Engine. It analyzes users’ interests and site content to fuel intelligent and relevant video recommendations in real-time. 47 VIDEO RECOMMENDATIONS 1. Semantic Analysis: Our semantic engine conducts page-level content analysis 2. Personalization: We surface relevant video recommendations based on user interest 3. Engagement and Monetization: Users click to play, an overlay expands and a video pre-roll is served prior to the main video content
  48. 48. Give your users access to a faster, more relevant way to navigate the web directly from your site. NTENT’s cross-platform search application integrates easily into your site, inside your apps or on your mobile site. 48 CONTENT MONETIZATION: NTENT SEARCH Site or Browser Install In-App Mobile Browsers Every search query generates a new revenue opportunity for you, giving you access to additional ad impressions and the ability to increase time spent on your site.
  49. 49. Thank You! www.ntent.com Gerald Burnand gburnand@ntent.com

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