Semantic targeting

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Semantic targeting or context targeting (from the field of semantic advertising ) is a type of targeting that enables advertisements to be placed in a targeted manner in a relevant environment. With semantic targeting, the entire content at the webpage level is technically scanned and analyzed using linguistic means. This makes it possible to identify the context of meaning or the meaning of the text in the context of ambiguous (so-called polysemic or homonymous ) terms.

function

With semantic targeting, the ad servers recognize the meaning and main topics of a single webpage automatically and in fractions of a second. Correspondingly, they can deliver the online advertising material of any format in a thematically appropriate online campaign . For this purpose, all terms on a website are considered and their combination and relevance are analyzed using a complex algorithm with human semantics understanding. The ad server accesses a huge taxonomically structured database with all word meanings, idioms and important proper names. This can be used to determine whether, for example, an article on David Beckham is mainly about football, fashion and lifestyle, celebrity gossip, or a combination of all of these topics.

Semantic targeting thus claims to offer advertisers the following advantages:

  • Thematic relevance of advertising increases user acceptance. This minimizes wastage and optimizes campaign performance.
  • More targeted addressing of the presumed target group through the possibility of very precise or very general thematic targeting, depending on the campaign goal and customer requirements; Can also be combined with other targeting methods such as regional targeting.
  • Diverse and effective optimization options in the course of the campaign.

Difference to other targeting solutions

In contrast to keyword advertising , in which only individual words are identified, semantic targeting is aware of the ambiguity of many words and also recognizes the context of supposedly clear words that can be in a negative context or play such a subordinate role that they are the sense in itself are irrelevant. With keyword targeting approaches, advertising for cars can appear next to a report on a pile-up due to a lack of understanding of the overall context, even if the word “car” has been correctly identified. In such a case, the aim of semantic targeting is to recognize, for example, traffic accidents or emergency doctors as the subject of such a report and thus prevent delivery. Ambiguous terms are disambiguated on the basis of the semantic environment and words that are less relevant to the sense are recognized as such.

When behavioral targeting is believed that the interest is the same as a user in the past with his current interest. Semantic targeting, on the other hand, pursues the strategy of addressing the user exactly at the moment when he is dealing with a certain topic. This is to exclude the possibility of reaching the user too late or at a moment when he is not open to the topic. One also wants to avoid the legal difficulties with which behavioral targeting is more often confronted, since it can be perceived as invasive due to the necessary data storage and analysis.

The topical relevance of advertising is also aimed for when booking complete topic channels , in which only websites on a specific topic are booked (e.g. “Travel” channel), for advertising placements. Here the topics are formulated very generally, so that precise targeting and optimization are hardly possible. Since the channel formation only takes place at the website level, but the topics of individual web pages are not taken into account, valuable placement options are often lost.

literature

Web links

Individual evidence

  1. ↑ Targeting - Magic Word ( Memento from May 9, 2011 in the Internet Archive )
  2. ^ Linguist David Crystal on semantic targeting
  3. ↑ a b c BVDW Unit Targeting: Targeting terms and definitions ( Memento from July 2, 2010 in the Internet Archive )