Patent Watch: ContextWeb

By Carla Rover • April 14, 2011 •

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

More in Media

The Creator Economy

Vibes over metrics: Why more creators are holding IRL events to own their audience

April 22, 2026

IRL events are becoming increasingly important pillars of a content creator’s growth strategy; here’s why.

Subscriptions

How The Financial Times is betting on personality-led vodcasts as its next subscription lever

April 22, 2026

By pairing star journalists with a subject‑specific standalone YouTube channel, The Financial Times hopes to deepen parasocial relationships off‑platform and cultivate future subscribers.

Inside the C-suite

From page views to propensity: How the Daily Mail is retooling for a zero-click world

April 20, 2026

The pressure of zero-click underpins a wider product overhaul: games upgraded from sideshow to front door, new hubs like Crime Desk designed to keep niche communities coming back, an AI-powered dynamic paywall tuned to user behavior; a bigger bet on personalization and the app as a primary destination.