Comments
yourfanat wrote: I am using another tool for Oracle developers - dbForge Studio for Oracle. This IDE has lots of usefull features, among them: oracle designer, code competion and formatter, query builder, debugger, profiler, erxport/import, reports and many others. The latest version supports Oracle 12C. More information here.
Cloud Expo on Google News

2008 West
DIAMOND SPONSOR:
Data Direct
SOA, WOA and Cloud Computing: The New Frontier for Data Services
PLATINUM SPONSORS:
Red Hat
The Opening of Virtualization
GOLD SPONSORS:
Appsense
User Environment Management – The Third Layer of the Desktop
Cordys
Cloud Computing for Business Agility
EMC
CMIS: A Multi-Vendor Proposal for a Service-Based Content Management Interoperability Standard
Freedom OSS
Practical SOA” Max Yankelevich
Intel
Architecting an Enterprise Service Router (ESR) – A Cost-Effective Way to Scale SOA Across the Enterprise
Sensedia
Return on Assests: Bringing Visibility to your SOA Strategy
Symantec
Managing Hybrid Endpoint Environments
VMWare
Game-Changing Technology for Enterprise Clouds and Applications
Click For 2008 West
Event Webcasts

2008 West
PLATINUM SPONSORS:
Appcelerator
Get ‘Rich’ Quick: Rapid Prototyping for RIA with ZERO Server Code
Keynote Systems
Designing for and Managing Performance in the New Frontier of Rich Internet Applications
GOLD SPONSORS:
ICEsoft
How Can AJAX Improve Homeland Security?
Isomorphic
Beyond Widgets: What a RIA Platform Should Offer
Oracle
REAs: Rich Enterprise Applications
Click For 2008 Event Webcasts
SYS-CON.TV
Top Links You Must Click On


Using Taxonomy to Drive Online Contextual Advertising with Sophializer
Classifying Web Content to the IAB Taxonomy

It’s a Big Market …
…  online advertising.  There are 10,000 stories and data points about it.  Here are two to give some context to the journey below.  First, global online ad spending is projected by ZenithOptimedia to exceed print ad spend by 2015 (note 1).  This 2015 projected spend figure for online advertising is $132.4 billion.  Second, global online ad revenue is projected by another research agency, Digital TV Research, to hit $143 billion by 2017 (note 2).

These are prodigious amounts of money for companies to spend to connect with customers.  But … surely it’s easy to connect online customers to web content featuring, or suggesting, products? And surely, online is “better”?  Where can, and do, taxonomy-based approaches add value to this dance of moving (emotional and semantic) parts between the intentful consumer poised to shop and the intentful marketer with honed content?

Online Ad Targeting is Easy … so 'They' Say …
Really?  So what might be “easy”?  And, indeed, “better”?  Let’s unbundle these simulacra that look like very fuzzy concepts, and as ontologists and knowledge engineers let’s think our way forward with the concept of “precision”.

So … online is more precise than billboards by freeways?  Lightly stated, online has advantages.  What about magazine print ads vs. online?  Online has potential advantages. But … and this is a very big but … in both these cases (and all others) online depends on connecting potential customers to products, their features, their benefits, their attributes and so on precisely, and with precision that is repeatable and extensible.  Rather than random (random is the most expensive way to advertise and has fallen out of favor).  And, since online copy and online ads are words (including in videos) and are semantically classifiable, and since classifications can be organized into models (taxonomies and ontologies) … then there are advantages to be created through the combination of semantic analysis, categorization and taxonomy.

Now, let’s connect taxonomy, classification, semantics and optimizing online ad targeting.  There are a host of holy grails currently being sought in the web/mobile/social uber-ecosystem.  Some are well found, though not perfect, and are unlikely to traverse through a paradigmatic improvement.  Think ‘search’.  Others are most definitely not found (yet).  Given the size of the market outlined in the first paragraph, the rewards are huge to those with the tools and skillsets that know how to work with semantics, taxonomy/ontology, classification of content to taxonomy, and design of taxonomies to drive online targeting.

New Approaches to Classifying to the IAB Taxonomy with Sophializer
Sophia Search
is a recent entrant into this space.  (I have written about them before here.   Sophia Search’s tool – currently called the ‘Sophializer’ – categorizes any URL to nodes in the Internet Advertising Bureau (IAB) taxonomy.  Sophializer can also classify content of ads (and so create a semantic/conceptual ‘signature’ for each). The IAB Contextual Taxonomy comprises three levels:

  • Tier 1 – 23 nodes
  • Tier 2 – 371 nodes
  • Tier 3 – unspecified and vendor specific

Given that Sophializer categorizes both sides of this content dance – web page and ad – web properties can serve ads to any page automatically using the IAB taxonomy as the cross-mapping conceptual foundation.

Sophializer not only classifies to Tier 1 and Tier 2 it also discovers/generates robust classifications that can be used to customize Tier 3 for individual customers.

Benefits of Using Taxonomy for Ad Targeting
Taxonomy gives a framework to this kind of semantic work.  Essentially, we are cross-mapping both partners of this content dance – content and ad - using the IAB taxonomy  as a “choreographer” of sorts.  Other taxonomies could be used.  In fact, multiple taxonomies could be used – and this would be particularly powerful if these taxonomies were cross-mapped to each other.  For example, if you have content (web page, say, or ad) categorized and mapped to Taxonomy A and Taxonomy A is cross-mapped to the IAB taxonomy … then … you can propagate these ads to content that is already categorized.

Benefits of Using Categorization Tools to Assign Marketing Content to Taxonomy Nodes
There are a number of different methods of assigning content to nodes in any taxonomy –

  • Manually
  • Training sets of documents (training documents are most often manually selected as exemplars)
  • Categorization algorithms that work with semantic tokens

There is more than enough to say on each of these around methods, workflows, best practices and pitfalls for a blog post on each.  But not here.

Sophializer utilizes patented and proprietary algorithms in the core of their categorization engine.  Two fundamental points are worth, briefly, focusing on.  Firstly, different categorization engines use different patented technologies.  “Quality” from different categorizers is (very) variable.  Which is why it is important to carry out “Proofs of Concept” when evaluating this technology.

Secondly, the more semantically rich the taxonomy – e.g. fully enriched with synonyms and other types of evidence terms – the better “quality” one gets with any method of associating content to taxonomy nodes.   Both of these parameters are make-or-break (literally) in using semantics to target online ads.

Learn More 2.0
The Google Display Network is IAB Certified and complies with the top 2 tiers of the IAB Contextual Taxonomy.  You can read details of what Google do here and this also navigates you to the Google mapping to the IAB taxonomy Tier 1 and Tier 2.

Sophia Search currently has a number of engagements on the web that are live.  For example, targeting ads for non-fiction books (from a major publishing house) to news stories (on a pre-eminent news site).  You can contact them for details.

This is not an empty space.  Other companies are also searching for the holy grail of taxonomy-based content targeting mediated by content categorization that works.  See, for example, see ADmantX (http://blog.admantx.com/post/15726823528/a-new-iab-based-taxonomy-and-an...).

This whole space is an excellent example of where the application of the nexus of taxonomy, categorization and semantics will provide stratospheric business benefit.  Grails are waiting to be found here.

Notes
Note 1.  See ZenithOprimedia

The detailed ZenithOptimedia figures can be found here

Note 2.  See Hollywood Reporter

You can download the Digital TV Research press release about these figures here

Enterprise Open Source Magazine Latest Stories . . .
The recent trends like cloud computing, social, mobile and Internet of Things are forcing enterprises to modernize in order to compete in the competitive globalized markets. However, enterprises are approaching newer technologies with a more silo-ed way, gaining only sub optimal benefi...
WaveMaker on Tuesday announced WaveMaker Enterprise, licensed software that enables organizations to run their own end-to-end application platform as a service (aPaaS) for building and running custom apps. WaveMaker Enterprise is a commercially available rapid API app development and d...
The impact of DevOps in the cloud era is potentially profound. DevOps helps businesses deliver new features continuously, reduce cycle time and achieve sustained innovation by applying agile and lean principles to assist all stakeholders in an organization that develop, operate, or ben...
The industry is heated with debates on whether adopting private or public cloud is the smartest, best, cheapest, you name it choice. But this debate is missing the mark. Businesses shouldn’t be discussing public vs. private, but rather how can they make the two work together to their g...
After the transaction closes, Eucalyptus Chief Executive Officer (CEO) Marten Mickos, a respected leader in the cloud industry and a longtime advocate of open source, will join HP as senior vice president and general manager of the Cloud business, reporting to Meg Whitman, chairman, pr...
MapR Technologies, Inc., provider of the top-ranked distribution for Apache™ Hadoop®, announced that Dentsu razorfish, a joint venture between digital agency razorfish and Dentsu, the world’s leading advertisement firm, has deployed the MapR Distribution including Hadoop as the underly...
Subscribe to the World's Most Powerful Newsletters
Subscribe to Our Rss Feeds & Get Your SYS-CON News Live!
Click to Add our RSS Feeds to the Service of Your Choice:
Google Reader or Homepage Add to My Yahoo! Subscribe with Bloglines Subscribe in NewsGator Online
myFeedster Add to My AOL Subscribe in Rojo Add 'Hugg' to Newsburst from CNET News.com Kinja Digest View Additional SYS-CON Feeds
Publish Your Article! Please send it to editorial(at)sys-con.com!

Advertise on this site! Contact advertising(at)sys-con.com! 201 802-3021




SYS-CON Featured Whitepapers
ADS BY GOOGLE