@BrookeAker

When it comes to responding quickly to market shifts and user needs, ADmantX reacts quickly.

We announced this morningtwo new features that allow us to offer more effective contextual advertising: our IAB-compliant taxonomy enriched with new categories, including emotions, according to IAB standards; and  an enhanced user interface to plan, test and execute ads.

Our membership with IAB gives us an important vantage point from which to view the ever evolving requirements of the online/digital advertising community, as well as the opportunity to leverage their expertise to bring even greater value to our customers. In this era of contextual advertising, being able to automatically understand content and the emotions readers experience when consuming content is a real, measureable advantage. By making available a wider range or categories, the new ADmantX taxonomy includes over 900 categories, with 100 specifically for the emotions readers experience in consuming content.

Leveraging emotions, ADmantX automatically understands whether content is positive or negative, and the behaviors or motivations it elicits in readers—critical information for advertisers who want to encourage brand engagement, but also to ensure brand safety. Using semantic technology, ADmantx can also distinguish between polarity and emotional nuances to provide greater clarity into user intentions, preferences and reactions.

Our new interface also supports the need for greater precision using semantic analysis to process online content. In seconds, ADmantX converts the html page into plain text—including pictures and graphic information—and immediately extracts four main channels of targeting data from the content: Categories, Topics, Entities (people, places and things) and Emotions. The new interface allows ADmantX users to visualize the results of their query and easily understand what the URL page is talking about (topics) and how it is being discussed (emotions).

For example, a document can talk about “badminton” not only because the word is present in the text, but also because it is semantically linked to other words related to the sport. Simply put, a category such as “badminton” is its own semantic universe, and includes all the elements (words, verbs, expressions, etc.) that belong to the “badminton” universe.

With this new feature, related articles or advertisements previously added to an external ad server are also identified to make pages more sticky.  These new features help our customers reach their online advertising targets more effectively and allows us to assure ad buyers significant improvements in ad engagement through appropriate and targeted ad placement.

 @BrookeAker

BrandTrust CEO Daryl Travis coined this phrase- The Un-Known Thought - in a short talk I heard him give here.  He talks about the high percentage of our everyday activity that we do “automatically” without thinking.  We are, he says, creatures of patterns – looking only for anomalies to react to.  We need to do this since the amount of information flooding into our brains everyday would otherwise overwhelm us.  So we know things without thinking about them, hence the Un-Known Thought. 

Daryl also makes the case that emotions are a human adaptation to processing information.  He suggests the following;

We are actually driven by feelings not facts.  The non-conscience part of the brain actually operates more on the basis of feelings, patterns, mental models, rules of thumb, and heuristics.  Ultimately we are not thinking about everything that we think we are thinking about. 

Advertising’s best weapon is a tug at the emotions of the buyer.  This is well known.  Yet in the last 5 years or so the mathematical, rational, measurable pattern of behavior has driven the growth of online advertising.  Emotions got left in the dust. 

Not so at ADmantX.  We look at the content of a page where ads will be placed and ask some simple yet profound questions.  Like; “What does the reader feel when they read this?”  Or; “After reading this what would the reader do next?”

Using the science of semantics we answer these questions.  The result is a series of improved, expanded and corrected tags about a page that can be used to match far more impactful ads with.