Recently, Alex Iskold of ReadWriteWeb and AdaptiveBlue fame, wrote a great and thorough post about the emergence of semantic web technologies in the various facets of web presence, covering core issues (the famous top-down/bottom-up dichotomy) as well as applicative fields such as search and databases.
One field that was sort of left out is the effect of semantic web technologies on the world of online advertising. Given that much of the web is based on advertising, and it’s probably one of the more technology savvy fields, I venture to say it will embrace the semantic web opportunity wholeheartedly.
How would an ad on the semantic web look? Well, we think we have an idea. We call it “MashupAds”:
MashupAds are dynamic display ads that change when your content changes. The ad takes content from a publisher’s site and mashes it up with content from an advertiser’s site, creating an ad relevant to the user’s browsing experience. MashupAds not only bring content into the ad, but they can bring site functionality as well: say you run a travel site, and you have a form for users to input travel dates and a destination. MashupAds let you port this functionality into to your ad, making the ad simply an extension of the site.
Anyone who’s familiar with Dapper can easily understand why we’re uniquely poised to “unlock” advertisers’ and publishers’ content and allow for the building of more engaging, contextual and relevant ads. In fact, a couple of months ago, Marshall Kirkpatrick, Alex’s RWW colleague, wrote a really great story on MashupAds and why it’s good. Check it out for the broader picture.
The main benefit of MashupAds, I believe, will be to the end-user. He will see ads enhancing his browsing experience, rather than obscuring it. He’ll witness an increase in value from the experience, rather than a decrease. Hopefully, he’ll find these new ads compelling.
We’ll be launching the MashupAds platform in private beta next week at Ad:Tech San Francisco (booths 6083-4). We’re happy to have as our launch partners prominent names in the online marketing world such as EyeBlaster and RAMP digital. We’ll be announcing some additional exciting partners and products in the coming weeks, so do stay tuned.