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A New Contextual Advertising Technology from hakia: CONTEXA, launched at ReadWriteWeb

May 19th, 2009 by Kartal Guner, Chief Architect

We are happy to announce that we have launched our new contextual advertising module of our semantic advertising system: CONTEXA. ReadWriteWeb (RWW), one of the world’s top 20 most popular blogs according to Technorati, is our first partner.

CONTEXA provides page-level contextual analysis on-the-fly and outputs keywords that represent the meaning of the page along with their meaning score. CONTEXA is offered as a service and can be integrated into any ad system. RWW has integrated CONTEXA where our system matches the contextual representation of a blog page with sponsors’ requirements on-the-fly to provide relevant ads to RWW readers for a richer experience. The red box in the image below shows this step.

rww

We believe that more relevant contextual ads will bring the return of contextual advertising closer to paid-search levels with the ripple-effect of increased CTR- conversion rates- revenue. CONTEXA is powered by hakia’s semantic core technology. To see how CONTEXA works, you can visit our CONTEXA page.

We had shared with our readers the comparison demo of hakia’s contextual capabilities with that of AdSense and Yahoo in the fall. We did not have a chance to do a comparison with Microsoft’s PubCenter. As we move along with the ReadWriteWeb’s implementation of CONTEXA, we will report about lessons learned and milestones marked.

We are excited to keep the wheels of innovation turning at hakia as our industry has plenty room for improvement. Today, Web users are overwhelmed with the quantity and suffer from the quality of display ads and quickly learn to ignore a good portion of the Web pages they visit. In the long run, the industry’s focus will have shift to increasing ad quality and limiting the supply to increase value. The path to this promise goes through enhancements to both contextual and behavioral ad targeting technologies. We are happy to partner with ReadWriteWeb, a kindred-spirited innovator, for the beginning of a journey to provide more relevant contextual ads .

To learn more about CONTEXA, please contact bdev at hakia.com We are more than happy to set you up with a custom demo.

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