ContextWeb takes contextual advertising to the next generation

When it comes to contextual advertising it seems that marketers can never have enough keywords. Upgraded algorithms from ContextWeb's ADSDAQ Exchange could change that. The company reports that after implementing their next generation algorithms, the offerings could actually discover appropriate keywords according to the content served on a website.

by Kristina Knight

These algorithms have also created deeper classifications for the content served on websites. ADSDAQ software engineers report that the offering is automatically detecting additional keywords for websites in the content exchange; this is helping them to create niche categories for content and adding another layer of targeting information. For example, rather than classifying a page of content about golf as "sports" the exchange will not classify it as "golf", thereby allowing marketers to specifically target golf enthusiasts with their ads.

Another improvement in the keyword category is that the keywords identifies can be used to define new categories and give marketers the ability to target headline-making content such as the Olympics.

The keywords that are discovered by the platform are found in real time.

"This is great news for brand advertisers who want assurance that their ads appear in "clean, well-lit" places, adjacent to content that supports their messages and pulls in traffic of people in a mindset for the brand's message," said Shanthi Sarkar, Chief Product Officer at ContextWeb.