> an advertising platform that topic matches ads off the content of the web pages
Reading this article I had the exact same thought that I relayed to a buddy of mine. I've built some conceptual search engines on top of LSA.. and my thoughts from the article about brand/keyword targeted advertising is that it doesn't get to the heart of it.
To increase the advertising effects, not just the selection effects, you need to go deeper. Drawing on the analogy from the article a smarter teenager handing out coupons wouldn't stand just anywhere or stand just in line at the store. He would say, okay this is a pizzeria. (Assuming they serve nothing else) The smart marketer should think "Maybe I should advertise at italian restaurants." The analogy doesn't really show the full depth, right? There are many products where you can get some really off the wall potential customers you wouldn't know how to reach based on concept search.
Factoring in "documents" that they're reading online back into the search engine for conceptually similar ads is a good idea.
Reading this article I had the exact same thought that I relayed to a buddy of mine. I've built some conceptual search engines on top of LSA.. and my thoughts from the article about brand/keyword targeted advertising is that it doesn't get to the heart of it.
To increase the advertising effects, not just the selection effects, you need to go deeper. Drawing on the analogy from the article a smarter teenager handing out coupons wouldn't stand just anywhere or stand just in line at the store. He would say, okay this is a pizzeria. (Assuming they serve nothing else) The smart marketer should think "Maybe I should advertise at italian restaurants." The analogy doesn't really show the full depth, right? There are many products where you can get some really off the wall potential customers you wouldn't know how to reach based on concept search.
Factoring in "documents" that they're reading online back into the search engine for conceptually similar ads is a good idea.