Improving Online Display Advertising: The Semantic Approach

Table of Contents
IDC Opinion
In This Insight
Situation Overview
The Need for More Relevant Ads
Figure: U.S. Consumer Attitudes Toward Online Advertising: Useful Versus Annoying
Ad Matching: A Technology in Transition
The Right Ad for Each Individual at the Right Time: The Advertiser's Holy Grail
Advertising Solutions to Increase Ad Relevance
Privacy
Figure: U.S. Consumer Attitudes Toward Allowing Behavioral Targeting
Figure: U.S. Consumer Attitudes Toward Allowing Social Advertising
Dependence on Cookie Data
Figure: Anti-Ad Software Tools Used by U.S. Online Users
Human Behavior Is Difficult to Predict
Enabling More Appropriate Ad Placements
Semantic Solutions for Advertising Differ
Semantic Classification
Statistical Natural Language Processing
Semantic Metadata Tagging
Current Limitations of Semantic Advertising Solutions
Future outlook
Essential guidance
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