Peer39, a technology company based in New York City, launched a new advertising product, SemanticMatch™ that provides the ability to serve ads based on the meaning of a website page’s content. Unlike contextual targeting which matches ads to pre-selected keywords, SemanticMatch™ uses proprietary algorithms that can glean content meaning and sentiment down to the page level. In addition, unlike behavioral targeting ad methods, SemanticMatch doesn’t need to track user behavior or place cookies, so if effective, this product may be very attractive to advertisers and publishers who want to avoid growing privacy concerns about online advertising.
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