mindUp contentDetection® is a technique to allow contextual advertising on web pages. By crawling the pages on which banners reside and detecting the topic of the page It allows to generate banners with high relevance to the surfer. This leads to high click rates and conversion making such banners to a success for the publisher as well as the advertiser. Because affiliates do not need to optimise banners by themselves, integration is easy and together with the high revenue potential leads to a high percentage of webmasters using this type of banners compared to banners of other advertisers.
contentDetection is a service that finds out the best fitting general topic and relevant keywords and phrases for a webpage. For example for a web page about the apple iPod It would find out, that the page best fits to the “Audio” category and "MP3-Player" subcategory and also yield a set of keywords like "Apple iPod Shuffle", "Apple iPod Nano", "MP3-Player" and so on.
Another possible usage is to steer banner pools based on the category information returned by contentDetection or to fill search boxes with a keyword fitting to the page.A third usage is to use the category / keyword information to steer text ads.
The system builds on text understanding algorithms by mindUp. The technique is trained on the target product data and the target category system. This makes sure that only topics that exist on the advertising platform are being returned and only keywords that will return products / text ads will be used. This also allows the system to be mainly language independent.
When the system is called with a new URL this URL is passed on asynchronously to one of the crawlers. The page is read and the different parts of the page (title, header information, content, style) are analysed by the text understanding algorithms. The results are passed back and stored for future calls for the page analysed. This mode is used for huge amounts of new URLs.
In some business processes an immediate result ist wanted, e.g. in the process of generating an advertisement for a specific URL. By using a certain parameter setting, the system crawls the page and returns the result immediately.
contentDetection results always have a validity date. The caller should store the result up to this point in time. Shortly before validity ends the system visits the pages in the system again and will return the updated information when being called next time. contentDetection automatically detects wheter the page has changed its topic or not hereby adjusting its recrawling period for this page.
eBay Germany uses contentDetection to steer the content of the eBay Relevance Ads (www.ebayrelevancead.de) on Millions of affiliate and partner pages in Germany since July 2005 with great success. Affilinet GmbH – Germany’s biggest affiliate network that is active in Germany, UK and France - decided for contentDetection as the content analysing engine for its affilimatchcontextual advertising system.
A UK start-up uses contentDetection for serving Text Ads in an Online Advertising Marketplace.
contentDetection is used by a Behavioural Targeting Engine for autocategorisation of pages in order to be able to form profiles and clusters of surfers. This system work in six European languages: English, Frenche, Spanish, Italian, Dutch and German.