Matching User Intent


First-generation contextual media solutions in the digital space focus on keywords to discern content and serve appropriate marketing messages. Second-generation solutions add semantic analysis, designed to refine the understanding of keywords, by distinguishing synonyms. While these approaches to contextual media have been a good start, they have significant limitations – the failure to drill down to the concept level for a more granular view of content and the inability to go beyond keywords and words on a page in assessing meaning, contextual relevance, or appropriateness.

At its most benign, this produces ineffective advertising. At its worst, it damages brand.

Damaging Contextual Matches

Take a look at these examples of keyword and semantic targeting yielding unintended contextual matches (click the thumbnail to see the full image):

  • thumb_cnn
  • thumb_greecetravel
  • thumb_marijuana
  • thumb_mcdonalds
  • thumb_olive-garden
  • thumb_ups

Ensure a Relevant Match

NetSeer’s concept-based contextual analysis and NetSeer Concept Mapper eliminate the possibility of mismatches between content and user intent ensuring the productivity of your media buys.