Brands are investing more in digital marketing today than ever before. Digital ad revenues hit a record high in the first half of 2014, surging to $23.1 Billion, suggesting ad spend is growing steadily and not slowing down anytime soon. The Ad-Tech sector is definitely, “hot right now”, innovation and disruption within the industry is primarily focused on Programmatic Advertising, Cross Platform Advertising, Social Advertising and Mobile.
But are we missing something? Are we forgetting that web users don’t like ads and that ad targeting, in general, is less than satisfactory?
The digital ad space today is made up of display ads, banners, pop-ups, search ads and so on that are targeted on the actions or behaviours of an internet user which can all be placed under the Behavioural Advertising umbrella.
Behavioural vs Semantic Advertising
Behavioural Advertising, is what most of us are used to and quite frankly, are sick of. It’s a form of display advertising that takes into account the habits of a web user. It focuses on the behaviours of a web user and usually relies on cookies to track the actions or activity of a user, whether that’s a search made, a visit to a site or even the geolocation of a user.
Semantic advertising is different. It applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to contextually analyze, properly understand and classify the meaning of a