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Crystal Semantics Makes Online Ads More Relevant

Crystal Semantics Makes Online Ads More Relevant

Crystal Semantics, the context-targeting company, announced that its Textonomy.advance™ technology will be incorporated into the Experclick advertising network. Textonomy advance will deliver more relevant ads to consumers by utilising patented contextual search technologies to better recognise the context of a consumer’s search. The result is that Experclick ’s advertising customers will benefit from serving more targeted, relevant ads to consumers.

Developed by one of the world’s leading linguists, Professor David Crystal, Textonomy.advance provides rapid contextual analysis of textual information online to identify the proper theme of each site and deliver the most effective advertisements.

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Experclick will further enhance its unique approach to online advertising by integrating Textonomy™ advance SERVER, which will identify and return the context and category of a search term to the advertising server in order for the most appropriate ad to be displayed.

“We are very pleased to add another element to our solution that will deliver better targeted ads to consumers,” said Jeff Green, chief operating officer at Experclick, Inc. “Furthermore, the power of Textonomy.advance and features customised for our company has allowed easy integration with our channels to ensure we deliver the right message to the right audience.”

Unlike prevalent contextual advertising systems in use today, which merely deliver ads based on the keywords, Textonomy.advance analyses the entire content of a Web page to identify the context in which words are properly presented, drawing upon human understanding of language to go beyond the inadequate mathematical algorithms currently used by major search engines.

“Since any word in the English language can have several meanings, there is a need to correctly identify the context of that word in an online environment. The success or failure of an online marketing campaign is based upon clickthroughs,” commented Professor Crystal and chairman of Crystal Semantics. “Our objective with Textonomy.advance is to make ad content relevant to the context of an entire webpage while adding value to the whole user experience for both consumers and marketers.”

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