This guide will explain how Peer39 has made noticeable change in the digital industry by introducing semantic advertising technology.
The recent years have witnessed significant technological shifts in the online advertising market. Now, ads have become more contextual and behavioral and also started to target specific demographics. All these have happened due to the advanced technologies involved.
Experts around the globe are now busy debating about the future of advertising technology. At the center of this debate is semantic technology offered by a company known as Peer39.
A Brief Overview of Peer39 and Semantic Advertising Technology
Peer39 started its journey in stealth mode sometime in 2006 or 2007. It started to unveil its product to the common people in 2008.
Like the majority of the other companies offering natural language processing and semantics, Peer39 also claims that SemanticMatch, its software, is capable of reading and understanding content almost as efficiently as any human being.
Let’s explain the functionality of SemanticMatch. For advertisers like Coca Cola, Google usually finds keywords such as “Cola” in order to bring its ads up.
There are also some other schemes that would take into account the users’ location, age, etc.
SemanticMatch, on the other hand, works by checking web pages more holistically and determining the pages’ overall tone and subject.
Keyword advertising would insert ads if the term “cola” gets used multiple times on a particular page. This would happen irrespective of the fact whether the overall topic discussed on that page is related or unrelated.
In some cases, the writing turns out to be a negative report about colas and thus doesn’t help in promoting the product.
Semantic technology is different. It claims to possess the ability to tell whether an ad is actually appropriate for the content of the page it is appearing on.
That’s the reason why Peer39 like to work for content which changes unpredictably and at regular intervals.
Examples include forums, news, blogs, social media posts, and so on. The company has particularly shown interest in using social media posts for promoting various products.
Content created by users has been a serious challenge for all advertising networks. This has put Peer39 into limelight. SemanticMatch’s ability to analyze user generated content quickly turned out to be the software’s USP.
The company uses certain analytical tools for proving its efficacy. These tools assist in correlating ad placements with click-through and conversion rates.
When SemanticMatch was first launched, experts stated that more companies might start using this technology in the near future. It was predicted that biggies like Microsoft might come up with its own version of semantic technology.
Microsoft proved the predictions right by acquiring semantic power company Powerset.
As Google frequently updates its search engine algorithms. The popularity of Peer39’s semantic ad technology forced them to launch something similar during their subsequent updates.
Peer39 has managed to achieve all its success primarily due to some of its board members and executives. These are people with backgrounds either in advertising or semantics.
Amiad Solomon, the company’s CEO, was involved in the acquisition of IDX by GE. Matthew Goldstein, the COO, on the other hand, joined the Peer39 after serving advertising biggie Tacoda for some time. Another executive Eytan Elbaz was the person responsible for investing Google AdSense.