Magazine article Information Today

Peer39: Keeping Online Ads Relevant

Magazine article Information Today

Peer39: Keeping Online Ads Relevant

Article excerpt

Americans love reading the news, whether it's good or bad, especially online content in real time. In fact, 6 out of every 10 Americans go online each day to get some of their news online, according to "The State of the News Media" report from the Pew Project for Excellence in Journalism.

These days, when online advertisers are often paired with seemingly relevant content for a targeted audience, the matches may not always be as relevant as they would like.

That's where Peer39 steps into the process. Just because an ad may be relevant to certain content doesn't mean that it is a positive match, says Amiad Solomon, CEO and founder of Peer39. "For example, Delta Airlines probably didn't want its ad to appear next to the real-time images of the US Airways flight making an emergency landing on the Hudson River in January of last year," he says. "It may be related but it's certainly not relevant in a positive way."

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Peer39's SemanticProtect takes relevance to the next level by using semantic technology. "Semantic technology understands what is on the page," says Solomon. "It's much more engaged about the relevance of an ad to the content on a page."

Solomon considers SemanticProtect as a way of providing the ultimate in brand protection powered by its patent-pending technology. "We have 10 patents pending in the pipeline," he says. "We use semantic detection and leverage Natural Language Processing and Machine Learning to understand and identify the meaning in the content. …

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