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BizReport : Advertising archives : September 17, 2008

Expert System's contextual platform adds in semantics

A new contextual advertising solution has launched, this time offering advertisers the ability to leech into the semantics of a website. Expert System recently launched the COGITO platform, which determines what the text of a website actually means to make sure ads placed next to the content are contextually relevant.

by Kristina Knight

Contextual targeting has been shown to vastly improve the click-through rates of ads as well as the conversion rates with consumers seeing the ads. Researchers have found that ads which are linked contextually to website content appeal to consumers because the consumer is already interested in the subject matter.

"Correlating the advertisement to text on the Web page is the only way an ad will generate profit," said J. Brooke Aker, CEO of Expert System's United States subsidiary. "Through linguistic analysis, COGITO Advertiser provides the only real solution for comprehending the meaning of text and combining it with relevant ads to effectively reach the right consumers."

The COGITO system analyzes what the content actually means to determine if the ad is relevant to the topic. It also classifies content by giving it a category and processes the text to collect data from the website.

Tags: COGITO, contextual advertising, contextual targeting, online advertising

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