Who: ContextWeb, a 10-year old ad exchange and real-time contextual targeting platform recently received a patent for its “internet contextual communication tool,” the Real-Time Classifier.
What It Does: ContextWeb’s Real-Time Classifier RTC scans each page of content available in the exchange and categorizes that content into IAB-compliant content categories based on indicated user interest and semantics.
Why It Matters: Interest and semantic categories are crucial to determining whether ad inventory really matches an intended audience segment. ContextWeb present results in a data tree, making it easier to see categories that matter most.
View the patent here
Trending in
Most Read
More in Media
BuzzFeed’s sale of First We Feast seen as a ‘good sign’ for the M&A media market
December 13, 2024
Investor analysts are describing BuzzFeed’s sale of First We Feast for $82.5 million as a good sign for the media M&A market — which itself is an indication of how ugly that market had become.
Media Briefing: Efforts to diversify workforces stall for some publishers
December 12, 2024
A third of the nine publishers that have released workforce demographic reports in the past year haven’t moved the needle on the overall diversity of their companies, according to the annual reports that are tracked by Digiday.
Creators are left wanting more from Spotify’s push to video
December 11, 2024
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.