Optimize & Prophesize

Category: Semantic Web

  • Semantic Advertising in Action

    Congrats to Eran, Jon and everyone at Dapper on the official release of MashupAds and some great press yesterday on RWW and TechCrunch The video below is a great overview of the power of this semantic technology to deliver relevance and exemplifies why RAMP is working so closely with Dapper to create new forms of (and platforms for)…

  • Using Keywords for Display Ad Relevance

      One of the most exciting things about the move to a Search OS in Display is the use of keywords for ad and content targeting. Sure, keywords have always been used in contextual ads but often results are poor with no disambiguation or optimization over the delivery (e.g. just check this button and we’ll…

  • The Two Modes of Delivering Relevance: Value Ad & Net-New

    Yesterday with much excitement I dove headfirst into two new tools. Glue from AdaptiveBlue and LinkedIn Apps. Both provide for the distribution of relevant content into social media — or if you prefer, the distribution of relevant social media into content. Glue is a FireFox extension that provides social context to content while LI Apps…

  • Think Like a Search Engine – APIs & User Control

    There are two powers I feel are essential to unlocking the future of relevance in digital marketing.   1) The power of user control 2) The power of information correlations This is not new. You may have noticed the past few months that I keep referencing Google in my writing and presentations on this subject.…

  • Display Becomes Us

    Scott Rafer gets it. I don’€™t know Scott, though I think we both spoke at CommunityNext and WidgetWorld Expo over the past year. In any case, his thoughts on the Lookery blog capture an important point that deserves an exclamation. “The increasing marginal returns of search advertising are now doing more than taking market share…

  • OMMA Global: Why Semantic Advertising Will Save Display

    The following is rough transcript of my opening statements as moderator/presenter on this panel. I’ve also included my slides on the overview of the semantic advertising ecosystem for display and how each of the companies that were part of this great session (Dapper, RAMP, Peer39) are represented in it. The second part of the slides…

  • Building Interest Paths that Create Flow

    As the intelligent and real-time web dynamically distribute content everywhere, understanding and creating interest paths will move to the forefront of marketing strategies. Pushed aside will be ideas of siloed marketing strategies to stages in the funnel. Right now we concentrate our online marketing strategy in two places for search, contextual & display. One day…

  • RAMP Digital’s Semantic Dockers Ad Featured on MediaPost

    I’m proud to share a great write-up from Tameka Kee at MediaPost around a very successful campaign we worked on with Blackbag Advertising and Dockers using our Semantic Ad Applications which we’ve now formally productized and named RAMPS (short for Relevance Amplifiers). There are a few metrics in the article however they weren’t even the…

  • How Semantic Ad Apps Deliver Relevance to Implicit, Explicit & Latent Intent

    Every online endeavor starts with a goal. In search that goals is often explicit. In content that goal becomes much more implicit. What’s important to note is that just because a person is in content it doesn’t mean their goal is lost or not as important as it was in search. People spend much more…

  • Mashing Up the Value of Ads & Content

    What if online ads were so useful and informative that people actually came to content sites to see the ads as much as they did to see the content? Far fetched? Maybe not so far or fetched. We know that ads are a big draw for consumers around events like the Super Bowl and the…

  • The Dawn of Semantic Ads

    Peer39 announced Friday their release of SemanticMatch™ ad technology. A few months ago I had an opportunity to preview SemanticMatch with Peer39’s CMO James Oppenheim. It further validated for me the value that is created using semantic technology to deliver relevant content in a context that will create consumer intent. This announcement follows on the…

  • Using APIs to Mashup Ads & Landing Pages

    After a decade optimizing landing page after landing page and tons of websites there are two things that I can always count on to improve conversion rates. One is giving users more control to refine their intent in contextually relevant ways. The other is bringing the products or services closer to users in their experience.…

  • Intelligent Web: Where Search & Display Advertising Meet

    This past Tuesday at SMX Advanced in Seattle, I presented my ideas and work relating to how the Intelligent Web will fundamentally change and realize the promise of digital marketing. In this post I expand the points and provide my presentation. Since the inception of online display advertising it has been mismatched with the web.…

  • How Semantic & Intelligent Web are Changing Advertising

    Alex Iskold at ReadWriteWeb has a post on Semantic Search: “The Myth and Reality” that for the first time made me able to clearly express the benefits of semantic search succinctly. My comment on his post: The value in semantic search is simply about creating ontologies that allow for results refinement that can deliver a…

  • Platforms, Applications and the Future of Digital Marketing

    REST APIs, Rules and Relevance In the user controlled medium that is digital advertising success is predicated on delivering relevance. Nowhere is this exemplified better than the success of search where there is a data input (rule 1) and multiple additional rules (geo and behavioral) that results in the delivery of content believed to be…

  • Why Mashups are Mandatory for Marketers

    No longer is the web about sites. It has become a database platform with lots of structured information. This change is profound. The strategic and creative use of this structured data (from REST APIs) is changing the way we interact with the web… and for the better. Deeper and more engaged user interactions are taking…