Contextualisation and accuracy are important issues in Online
Marketing. The personal and differentiated approach towards potential
customers enhances the effect of ads and raises awareness and
readiness for action among the adressed target groups. Semantic Web
technologies help to match ad content and editorial content so that
the relevance of ads and their message is being improved. Matching of
similarity between ad content and editorial content as well as the
deliberate filtering of unappreciated contexts help to perfectly
pinpoint ad content on the web and improve the usage of ad space.
The webinar introduces two approaches to semantic
advertising and their realisation with Semantic Web technologies. It
also illustrates the usefulness of semantic metadata for purposes of
customer and market research.
