Is semantic technology helping ads? Hardly
Former president of IAB, Greg Stuart, says semantic technology isn't close to improving targeting"The promise of semantics is to bring a level of intelligence [to advertising]," said former Interactive Advertising Bureau President Greg Stuart. "It's not quite there... advertising based on semantic technology isn't even close to improving targeting."I ran into Stuart at the 2009 Semantic Technology conference. Stuart was on a couple panels discussing semantics as it applies to advertising and publishing. Stuart also headed the IAB, an organization that creates standards for the online advertising industry. So, who better to talk to about whether advertising was getting smarter - in other words better targeted - with the integration of semantic technology? In software, semantic technology essentially provides a layer of meaning-centered code on top of existing technologies. In other words, ... [http://vator.tv/n/926 read more]
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