Emediate Sense And Emediate Site Screen

Grow your profit!

EmediateSense DisplayFor publishers

2

But Ads are still largely irrelevant

Explosion in online content offers huge online advertising opportunities

More and more content, less and less sense!

3

Targeting issues

4

How is content based targeting achieved today?

Manual Tagging | Keyword Targeting | Contextual Targeting | Other ?

TAGGED

NOT TAGGED

Sports Football

Premier League

Manchester UnitedRonaldoRooneyNeville…

NOR TAGGED TO A DIFFERENT PAGE

5

How to achieve search level relevance in content?

CONTENT ads

Targeting based on user

interest & intent

Inferred

from context

SEARCH ads

Targeting based on user

Declared

interest & intent

6

How is content based targeting achieved today?


Ads for KNIVES alongside a news item for a STABBING

Ads for CONDOMS alongside a review of the movie TROY

Ads for CANAL+ alongside a site on the PANAMA CANAL

7

Is that a better approach?


Semantic targeting

8

So what is semantics?


Semantics is the study of meaning.

Fruit Colour

MobileTelecom

MountainBikes

Texas Louisiana Provence Hi-FiEquipmen

t

SouthAfrica

„ORANGE“

http://cunnan.sca.org.au/wiki/Image:Orange.jpg

http://cunnan.sca.org.au/wiki/Image:Orange.jpg

http://www.ekstraklasa.org/

http://www.ekstraklasa.org/

9

Advertising relevancethrough Semantic Targeting!

SenseEngine analyzes every word on every webpage to identify their TRUE SENSE

Revolutionary patented semantic advertising targeting technology

One of the World‘s largest linguistic science projects ever undertaken

Over 10 years of research and development

Fully integrated with the EmediateAd ad server

Developed by world renowned linguist Dr. David Crystal, author of the Cambridge Encyclopedia and over 150 other books, encyclopedias and dictionaries.

10

EmediateSense – a new search and semantic classification technology based on linguistic science project

Determines the semantic relationship between words and the context in which they occur

Patented in UK (98) and US (99)

EmediateSense is the result of 10 years R & D and over €10m investment and has no equal.

Unlike existing contextual technologies that are more algorithmic and keyword based, EmediateSense derives it’s strength from a unique combination of:

What is EmediateSense?

11

Display ads delivered in TRUE context

EmediateSense delivers display ads precisely targeted to match the true context of any one of 3,000 content categories

25 Top Categories

3,000 Bottom Categories

250 Middle Categories

› Computer› Entertainment› Employment› Food & Drinks› Finance› Hobbies› Fashion› Fitness

› Real Estate› Business› Shopping› Sport› Travel› Destinations› Automobile› Gaming

› Politics› Home & Garden› Electronics› Law› Health› Animals› Dating › News

TravelBags

Backpack travelling

12

From website to category

Webpage

13


Raw HTML

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> <html xml:lang="en-GB" xmlns="http://www.w3.org/1999/xhtml" lang="en-GB"> <head> <title>BBC NEWS | Americas | Obama appoints key hotspot envoys</title> <meta name="contentFlavor" content="STORY" /> <meta name="keywords" content="BBC, News, BBC News, news online, world, uk, international, foreign, british, online, service" /> <meta name="OriginalPublicationDate" content="2009/01/23 11:33:12" /> <meta name="UKFS_URL" content="/1/hi/world/americas/7846229.stm" /> <meta name="IFS_URL" content="/2/hi/americas/7846229.stm" /> <meta http-equiv="content-type" content="text/html;charset=iso-8859-1" /> <link href="http://newsrss.bbc.co.uk/rss/newsonline_world_edition/americas/rss.xml" rel="alternate" type="application/rss+xml" title="BBC NEWS | Americas" /> <link href="/2/low/americas/7846229.stm" rel="alternate" type="text/html" title="Low Graphics" /> <meta name="Headline" content="Obama appoints key hotspot envoys" /> <meta name="Section" content="Americas" /> <meta name="Description" content="President Obama names envoys to the Middle East and Pakistan and Afghanistan after ordering Guantanamo Bay to close." /> <meta name="THUMBNAIL_URL" content="http://newsimg.bbc.co.uk/media/images/45404000/jpg/_45404653_envoys_afp226.jpg" />   <link rel="apple-touch-icon" href="/nol/shared/img/iphone-news.png"/> <meta name="viewport" content="width=974"/>  <link type="text/css" rel="stylesheet" href="/css/screen/nol/v4/story.css?v75" />  <style type="text/css" media="all"> @import "/css/screen/shared/v4/mastheadfooter.css?v78";@import "/css/screen/shared/v4/styles.css?v75"; @import "/css/screen/shared/emp.css?v75";@import "/css/screen/shared/v4/sitewidealert.css?v75";</style>

14


Raw textSearch term Explore the BBC BBC News Updated every minute of every day ONE-MINUTE WORLD NEWS News Front Page Africa Americas Asia-Pacific Europe Middle East South Asia UK Business Health Science & Environment Technology Entertainment Also in the ews ----------------- Video and Audio ----------------- Have Your Say In Pictures Country Profiles Special Reports Related BBC sites Sport Weather On This Day Editors' Blog BBC World Service Site Version UK Version International Version About the versions Languages ESPANOL BRAZIL CARIBBEAN MORE Page last updated at 11:33 GMT, Friday, 23 January 2009 E-mail this to a friend rintable version Obama appoints key hotspot envoys George Mitchell: 'There is no such thing as a conflict that can't be ended'US President Barack Obama has named his two key envoys - to the Middle East, and Pakistan and Afghanistan.George Mitchell, who negotiated an end to Northern Ireland's Troubles, has been charged with moving the Middle East peace process forward.Richard Holbrooke has been named envoy to Afghanistan and Pakistan. He brokered the 1995 deal that ended the war in the former Yugoslavia.Earlier, Mr Obama ordered Guantanamo Bay prison camp to close within a year.The US Senate has approved President Obama's choice of Mary Schapiro to head the financial watchdog, the Securities and Exchange Commission.Confirmation of his Treasury Secretary, Timothy Geithner, is expected on Monday, Democratic Senate leaders said.A panel cleared the way for his full nomination despite concern he failed to pay his taxes on time some years ago.'New management'All overseas CIA detention centres for terror suspects are to close as well, Mr Obama ordered.He also signed executive orders for a review of military trials for terror suspects and a ban on harsh interrogation methods that critics have said amount to torture.With Thursday's announcements, Mr Obama has signalled that American diplomacy is under new management, says the BBC's Kevin Connolly in Washington.Q&A: Closing Guantanamo'Struggle' over Guantanamo…

15


Only

significant

words

11 11 abortion abuse Accord accused added administration Afghan Afghan Afghan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Africa against against against against ago aid all all all allow ambassador American American American amount announcements anti appointed appoints appoints approved architect arm Asia Asia attempt Audio Balkans ban banned battle BBC BBC BBC BBC BBC BBC BBC BBC Blog Bolivians bombs border Born breaks brokered Bush Business called camp can can can central Central centres challenges challenges changed charged charged charged Chinese choice CIA CIA citizens cleared Clinton Clinton Clinton Clinton close close close close closed closing coated commerce Commission concern Confirmation conflict Congo Connolly consistent content continue correspondents countries Country crimes criticised critics crossing day day Day days days Dayton deal decision Democratic described detail detained detention detention centres deteriorating diary diary diary diplomacy discuss doing East East East East East East easy economic effectively end end ended ended ended ended enlisting Entertainment Environment envoy envoys envoys envoys envoys era Europe Exchange executive external face fail failed feeds feeds fight financial fire firing first first flow foreign foreign foreign policy foreign policy former former forward fragile frame franca fraud freed French Friday friend friend friend front front Front full funds Gaza Gaza Gaza Gaza Strip Gaza Strip general George George GMT going going going Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo head head Health Hillary Hillary hotspot hotspot Hudson ideals Indian infantry intends international International internet interrogation interrogation introduced invasion Iraq Ireland Israel Israel Israel Israel Israeli issues January joint Karzai Karzai key key key Languages last leaders life lifted light links Links lose loses Lunar mail mail mail maintain maintained major management management manner Mary Mary Mary Poppins methods Middle Middle Middle Middle Middle Middle militants military minute Mitchell Mitchell Mitchell Monday more motion move moving named named nations negotiated new new new New New New news news News News News News News News nomination Northern Northern Ireland offensive office open ordered ordered ordered orders orders ordinate Osama overseas Pacific Page Page Pakistan Pakistan Pakistan Pakistan Pakistan Palestinian panel partners pay peace permitted physical pictures pilot pledge pledges policy policy policy poll popular position possible presidency president President President President President pressing prison prison prison prisons prisons privilege problems process promised prosecute public rebel rebels record regime region relations released remain remain Reports…

16


Selection

of

words

11 11 abortion abuse Accord accused added administration Afghan Afghan Afghan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Afghanistan Africa against against against against ago aid all all all allow ambassador American American American amount announcements anti appointed appoints appoints approved architect arm Asia Asia attempt Audio Balkans ban banned battle BBC BBC BBC BBC BBC BBC BBC BBC Blog Bolivians bombs border Born breaks brokered Bush Business called camp can can can central Central centres challenges challenges changed charged charged charged Chinese choice CIA CIA citizens cleared Clinton Clinton Clinton Clinton close close close close closed closing coated commerce Commission concern Confirmation conflict Congo Connolly consistent content continue correspondents countries Country crimes criticised critics crossing day day Day days days Dayton deal decision Democratic described detail detained detention detention centres deteriorating diary diary diary diplomacy discuss doing East East East East East East easy economic effectively end end ended ended ended ended enlisting Entertainment Environment envoy envoys envoys envoys envoys era Europe Exchange executive external face fail failed feeds feeds fight financial fire firing first first flow foreign foreign foreign policy foreign policy former former forward fragile frame franca fraud freed French Friday friend friend friend front front Front full funds Gaza Gaza Gaza Gaza Strip Gaza Strip general George George GMT going going going Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo Guantanamo head head Health Hillary Hillary hotspot hotspot Hudson ideals Indian infantry intends international International internet interrogation interrogation introduced invasion Iraq Ireland Israel Israel Israel Israel Israeli issues January joint Karzai Karzai key key key Languages last leaders life lifted light links Links lose loses Lunar mail mail mail maintain maintained major management management manner Mary Mary Mary Poppins methods Middle Middle Middle Middle Middle Middle militants military minute Mitchell Mitchell Mitchell Monday more motion move moving named named nations negotiated new new new New New New news news News News News News News News nomination Northern Northern Ireland offensive office open ordered ordered ordered orders orders ordinate Osama overseas Pacific Page Page Pakistan Pakistan Pakistan Pakistan Pakistan Palestinian panel partners pay peace permitted physical pictures pilot pledge pledges policy policy policy poll popular position possible presidency president President President President President pressing prison prison prison prisons prisons privilege problems process promised prosecute public rebel rebels record regime region relations released remain remain Reports responsible review Richard Richard Richard rights rocket rockets Rwandan safely said said said said said said said said said said said Salvador say says Schapiro Science Search secret…

17


Classification

Categori ScoreHAG -> NA -> USA 102,50 SO -> PO -> AC -> Int 80,43 SO -> PO -> AC -> Ter 67,28

Most precise categori:History and Geography -> North America -> USA

Second most precise categori:Society -> Politics -> Activities -> International

Third most precise categori:Society -> Politics -> Activities -> Terrorism

18

Make sense out of content

1. Wine holidays 219.832. Piedmont, Italy 197.713. Italy 185.94

Sense Engine receives URL

Sense Engine visits webpage

Extracts content of page

Compares content to >3000 categories in taxonomy

Most relevant categories identified

19

20

A very simple graph

CPM

Reach

21

A very positive result

CPM

Reach

22

Sales idea #1: Precise targeting

Airline Client : Travel & Leisure Audience1. Travel planning and journeys 2. Surfing and windsurfing holidays 3. Walking and trekking holidays

23

Traditional tagging is (often) irrelevant

16%

24

Sales Idea #2: Brand Protection

REACH, BUT

BRAND SAFE!

25

Sales Idea #3: „Own“ a subject area

Anyone can book a specialized thematic site!

+ Relevance -

GENERAL INTEREST

NEWS

BROAD SPECIAL INT.

SPECIALINTEREST

26

Sales Idea #4: Target Group Insights

27

Sales idea #5: Better

28

Valuable insights for clients

Actual volume split by broad topic

Best (and worst!) performing topics at finer level

29

Sales Idea #6: Enhance Existing Targeting

Male

18 -35

High income

Homeowner

Interests:

Travel

... to Jamaica

Hotels in Jamaica

Flights & Car hire

Montego Bay, Jamaica

Pop Star Girlfriend (… Just Kidding!)

30

Be creative and flexible

Environment

Cooking

Eco-Politics

Yoga

Healthy Nutrition

Alternative Medicine

Vitamins

Hiking

Adventure Holidays

Hybrid Vehicles

Health

Prescription-free Medicines

Gardening

Protecting Nature

L-O-H-A-S

Bio Products

Cycling Holidays

31

EmediateSense DisplayExample of placement

In this case Powergen requested to appear on pages about ‘Protection of the environment’

EmediateSense Category = Protection of the environment

32

Categorization

Semantic targeting

The right Ad is delivered

User visits a webpage

Webpage

1

EmediateSense Business process

The EmediateSense category targeting criteria is submitted to the EmediateAd server

Ad Server3

Where no relevant content is found for semantic targeting, another ad is shown – no pass back

The webpage is classified in one of the 3,000 EmediateSense content categories

Sense Engine™2

33

Case Study: Peugeot

Client: PeugeotAgency: OMD

Category: Automotive

Date: since April 2008

0

150

300

450

600

750

1 2 3 4 5 6 7 8 Woche

Ind

ex C

TR

34

Case Study: Alliance & Leicester

0

150

300

450

600

1 2 3 4 5 6 7Woche

Ind

ex C

TR

Client: Alliance & LeicesterAgency: MV Media Group

Category: Finance

Date: since May 2008

35

Case Study: Air France

Client: Air France UKAgency: Media Contacts

Category: Travel

Date: April 2008

0

150

300

450

1 2 3 4 5 6Tag

Ind

ex C

TR

36

Publisher client endorsement

“iSense semantic targeting categorizes each of our unsold impressions which allows us to achieve a higher yield on our unsold traffic.”

David Cleave, Head of Online Trinity Mirror plc

37

EmediateAd targeting

SenseEngine categories is integrated directly in EmediateAd

38

Semantic targeting advantages

Target your display creative's to meet your campaign objectivesOnly display your ad against specific content using semantic targeting

Choose from 3.000 content categoriesIncrease reach while avoiding irrelevant contentEnhance ROI by eliminating wasted impressions

Semantic leverages – making the invisible, visibleMonetize and organize your inventoryNo cookies, so no user privacy concerns

Integrated part of EmediateAd Easy campaign optimization Increased Click Through Rates – yield optimizationEnhance your content with relevant ads placed by semantic targeting

Grow your profit!

EmediateScreen for Publishers Semantic Brand Protection Management

40

Ad misplacement – the problem

41

Brand disasters are your friends

Womens‘ Magazines

Slimming Products

Fitness Products

Fashion

....

42


FMCG

43


44

About EmediateScreen

The world's first brand semantic brand protection technology management platform fully preventing ads from loading next to objectionable content.

Each webpage is semantically analyzed to identify potentially objectionable in any of the following 18 categories:

› Alcohol› Accidents & Disasters› Adult & Nudity› Civil Unrest› Drugs› Economic Issues› Environmental Issues› Extreme View› Gambling

› Health Issues› P2P› Social & Political Issues› Swearing› Terrorism› Tobacco› Unrest Conflicts & wars› Violence & Crime› Weapons

45

How it works

45

3

Ad ServerWebpage

User visits a webpage

1

If the content is safe a EmediateScreen protected ad is served

If the content is objectionable the ad is blocked and another (non protected) ad is served

The webpage is semantically analyzed to identify potentially objectionable content.

2

Sense Engine™

SenseEngine

46

SiteScreen protection example

Alcohol X Accidents & DisastersAdult & Nudity Civil UnrestDrugs

P2P Social & Political Issues Swearing Terrorism Tobacco

Economic Issues Environmental Issues Extreme View Gambling Health Issues

Unrest Conflicts & wars Violence & Crime Weapons

PROTECT ING

http://blog.hothouse.com.au/wp-content/uploads/2009/07/jetblue-logo.jpg

47

Benefits for advertiser

Prevent display of ads related to sensitive content

Safely execute online advertising campaigns

Integrated in EmediateAd

Mix and match up to 18 controversial category filters

Simple workflow

Apply EmediateScreen protection to your campaign tags

Manage settings at different levels

Campaign

Advertiser

Advertiser network

Comprehensive reporting

View activity by SiteScreen category

http://upload.wikimedia.org/wikipedia/commons/f/f5/Octagon_delete.svg

48

EmediateScreen categories

49

Award Winning

Technology

iSense wins

49

Technology Awards

50

Customer examples

Grow your profit!

We look forward to a successful cooperation!

Donato RussoCEO - adServing ItaliaTel: +39 392 300 8233Mob: +45 2020 [email protected]