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SEM Keywords That Make Display Ads Relevant

People And Prophesize, Tuesday, November 11, 2008 2 PM

Jonathan Mendez demonstrated a giant leap forward in relevance for display ads during a recent campaign for a client that uses RAMP, or Relevance Amplifiers. It involves providing "keyword lists to no less than 4 different display networks focused on understanding intent, affinity and sentiment (Facebook was not one of them)." The ad platform uses keywords "dynamically" to target and deliver content.

"One of the most exciting things about the move to a Search OS in Display is the use of keywords for ad and content targeting," Mendez writes. The use of REST and Semantic APIs, along with data from publishers has been fueling the progress.

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