SAN FRANCISCO – Kontera, the leading provider of In-Text Related Content and Advertising Solutions for web publishers, users and advertisers, launched its story-level targeting capabilities after months of testing on thousands of publishers with hundreds of ad campaigns. Story-Level Targeting achieves very high relevancy rates due to two key attributes, first is its ability to truly understand the overall gist of the story, and second is its ability to do this in real-time, whenever a story is served, thus taking into consideration the evolving nature of the story and the characteristics of each user. Story-Level Targeting is ideal for optimizing related information and both brand and performance oriented advertising campaigns, across both topically endemic and non-endemic web sites.
“We have developed our latest technological breakthrough in response to two clear market trends that we heard from both web publishers and advertisers,” said Yoav Shaham, CEO of Kontera. “First is the need for either related information or ads to be shown in real-time wherever qualified users are consuming highly-relevant information. Second, is the need for In-Text matching to be fully cognizant of the evolving nature of each page and the differences that occur from user to user and pageview to pageview. Existing approaches fall short. They limit campaign targeting and effectiveness to topically endemic sites, and they place ads using static or one-size-fits-all targeting.”
Opening Up a Highly Relevant and Broad Non-Endemic Inventory
Keyword targeting alone has proven to be insufficient in representing a user’s intent for reading a given story because it doesn’t necessarily encapsulate the broader page context, and can fail to resolve critical word ambiguities; words like “accord,” for instance, could apply to the car or to an agreement. If there isn’t a deep, semantic understanding of the page the user, publisher and advertiser can all suffer if the wrong association is made. As a result, Key-Word centric In-Text and contextual networks are restricted to showcasing advertisers only within endemic websites that are dedicated to a specific category.
Kontera’s story-level targeting algorithms digest and fully understand the overall theme of any story on any site. As a result, Kontera is able to more accurately match related content and advertisements to each page, and to select the most relevant keyword phrases, as a conduit to best represent user interest and intent.
Story-Level Targeting also allows Kontera to identify highly relevant articles, appearing on non-endemic sites, without requiring the site to be specifically “tagged” within an advertising category. Users see information that is truly relevant to them, publishers benefit from related information offerings and additional revenue streams. Advertisers are able to cost-effectively expand their campaigns to all high-relevance articles, on non-endemic sites, where qualified consumers increasingly get their information.
For example, Story-Level Targeting enables the showcasing of a BlackBerry ad within a story about smartphones featured on SmartMoney.com, a financial site. BlackBerry reaches their target audience – people who are researching or interested in the latest smartphone developments – even though they are on a finance site rather than a technology site.
Real-Time Analysis that is Ideal for Today’s Evolving Web:
Internet content is increasingly becoming a dynamic and evolving “dialogue.” Large publishers are increasingly adopting the blogging format, on-going story updates, comments, related links, referrals, and social media capabilities. These are all examples of ways in which media companies’ stories and web pages evolve content after their initial posting. Many large publishers also vary the content that they serve based on various end-user or personalization factors.
Static a priori targeting and advertising determination fails to properly evolve and “react” to evolving web stories. Similarly, static ad determinations fails to optimally react to any page content that varies from user to user and pageview to pageview.
Kontera’s Story-Level Targeting analyzes each pageview in real-time, when that page is served to the end-user. As a result, Kontera’s Story-Level Targeting is able to consider the totality of each story’s evolution, as well as automatically adjusting for all attributes that vary when different users access the page.
Story-Level Targeting, the ability to truly understand the overall themes of any story at any time, requires both sophisticated semantic analysis, as well as a real-time engine that is designed to handle today’s personalized and evolving web content.
Kontera delivers the most relevant In-Text Advertising & Related Information solutions online. Kontera’s patented technology performs real-time semantic analysis of content and other information to dynamically hyper-link the terms that most accurately represent and predict user-intent and engagement. Kontera enhances consumer experience through superior phrase relevance, driving increased user interaction, unparalleled campaign performance for advertisers, and substantial revenue for publishers. Reaching more than 100 Million unique users per month, Kontera’s exclusive network features over 15,000 premium and niche publishers and represents a unique opportunity for advertisers to reach their target audiences through innovative text, rich media and video advertising units. Founded in 2003, Kontera is backed by Sequoia Capital, Tenaya Capital and Carmel Ventures and has offices in San Francisco, New York, Los Angeles, Detroit, Chicago, Atlanta and Tel Aviv. For more about Kontera, visit: www.kontera.com.