Crystal Semantics is set to revolutionize the world of online contextual advertising with the launch of Textonomy Advance.
Developed by one of the world’s leading linguistics experts, Textonomy Advance provides rapid contextual analysis of textual information online to identify the proper theme of each site and deliver the most effective advertisements.
Currently, prevalent contextual advertising systems merely deliver ads based on the presence of particular keywords. This method is fundamentally flawed as words can easily be taken out of context. The results can be disastrous for brands as in the case where advertisements selling knives appeared alongside a news story reporting a stabbing.
Textonomy Advance analyzes the content of a Web page to identify not just the keywords, but the context in which they are presented, drawing upon human understanding of language to go beyond the inadequate mathematical algorithms currently used by major search engines. Textonomy Advance is extremely flexible, allowing marketers to deliver the right message at the right moment to their target audience in any ad format they require.
The Textonomy Advance system was developed by Professor David Crystal, chairman of Crystal Semantics and one of the world’s foremost authorities on reference publishing and language. Professor Crystal is currently honorary professor of linguistics at the University of Wales, and has written more than 100 books on language, including The Cambridge Encyclopedia of the English Language and The Penguin Dictionary of Language. Queen Elizabeth II has awarded Professor Crystal with the Order of the British Empire in recognition of his service to the English language.
“Search engines, advertisers and online retailers must recognize that most English words have a variety of different meanings and contexts, not to mention various dialects and slang terms, that need to be accounted for in order to compile and deliver accurate results,” said Professor Crystal. “Unfortunately, search techniques in wide use today fail to adequately take these subtleties into account, resulting in clutter for end users and inaccurate targeting by advertisers. Textonomy Advance assures that ads also appear in context with the content, thus delivering more relevant placements and increasing click-through rates.”
According to the Internet Advertising Bureau (IAB), the online advertising market is directly linked to the search and navigation market, as advertising constitutes a substantial majority of the revenues at top search engine companies. Paid search now comprises over 40 percent of total online advertising spending, up from 29 percent a year ago. Analysts expect the online ad market to rise by ten percent or more for the full year in 2004, registering more than $8 billion in sales.
The Sense Engine technology developed by Crystal Semantics has a number of valuable applications outside of contextual advertising. Textonomy Reveal greatly increases the relevance of search engine queries by presenting the user with a choice between different definitions of their search term, and retrieving only those Web pages specific to that definition. Textonomy Select enables the automatic categorization of online and offline documents. Textonomy Deduce allows e-commerce retailers to match a user’s search with the products they offer. Because users often fail to search on the exact terms located in a retailer’s database, the user doesn’t find the product and sales opportunities are lost.
The apparatus developed to enable the Textonomy Sense Engine to function is patented in the U.K., and a U.S. patent has recently been allowed.
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