Media Prediction 2011: Who is Admantx and why will Google buy it?
Friday, December 31, 2010 at 06:19AM 
Admantx was born only 6 weeks ago during the last Semantic Web Summit, but here is why it really is a game changer for advertisers and publishers alike.
But first, let us look at the industry problem it aims to solve. For those who are not familiar with the current contextual advertising space, here is an example of a infamous campaign for a cruise which was matched with the wrong content, in this case a ferry crash.
What you want to avoid in contextual advertising...
So how does a company such as Admantx propose to address this issue?
Well, the secret sauce lies into what we call Semantic Web and Linked Data. And it is pretty easy for Admantx since it is actually a spin-off of Expert System, a 15-year old Semantic Intelligence provider.
Semantic technology can help marketers derive meaning, emotions and motivations from the content & user behaviors. In this particular case, webpages would be semantically processed & tagged using methods similar to human comprehension:
- in order to display relevant ads and avoid a ferry-crash-type ad mismatch
- and of course, to enhance the content relevancy and the overall media consumption experience.
This goes beyond the sentiment analysis tools that have been implemented over the past few years.
Don't get me wrong, the semantic advertising space is not new. Five years ago, Ad Pepper Media had bought Crystal Semantics. But 2011 will definitely bring us some exciting news, such as acquisitions made by publishers and media groups in need of rapidly embracing the Web 3.0 wave... Stay tuned :)