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Semantic Targeting Gone Wild!

Published: March 7, 2009

Author: David Rodnitzky


Let’s say you work at DoubleClick and your job is to develop an algorithm that matches display ads with appropriate content on, say, CNN.com. An article shows up that is focused on “Mexico.” You figure that perhaps this is an ad about travel – after all, it is winter and a lot of people are looking to get out of the cold and soak in the warmth of Mexico’s beautiful beaches, right?

Well, maybe not. Check out this ad for Tanzania tourism – I don’t think this is the kind of content they wanted to get matched on, unless the pitch here is “at least we’re not Mexico!”

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