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Adchemy and the Next Wave of Search

By   /  November 27, 2013  /  No Comments

Jim Edwards recently wrote an article in Seattle PI stating, “Adchemy, the Foster City, Calif., adtech startup, sold its lead generation business to XL Marketing earlier this month.”

adchemy

Jim Edwards recently wrote an article in Seattle PI stating, “Adchemy, the Foster City, Calif., adtech startup, sold its lead generation business to XL Marketing earlier this month. So we thought it was a good time to check in with Murthy Nukala, the company’s founder and CEO, to see where Adchemy is going now. Business Insider named Adchemy one of our hottest adtech startups recently in part because the company has taken a huge amount of venture capital funding — $119 million over eight years. Its backers include Accenture and Microsoft. (For contrast, Rocket Fuel, which staged an IPO this year, had taken only $77 million before it went public.) Nukala is also a prominent brain in the adtech world: He attended both MIT and Harvard Business School.”

 

Edwards continues, “Until now, most shopping-related search marketing has revolved around optimizing web sites and ads for keywords typed in to Google by consumers. But Nukala believes that Adchemy’s dashboard can divine a latent level of meaning beneath those search words that clever retailers can take advantage of. For instance, if someone searches for ‘discount lightweight laptop,’ Google will match results — and serve ads — for those keywords. But those words don’t meaningfully reflect what the consumer is searching for: ‘ ‘Laptop’ is important but it is third in the string. ‘Discount’ means price. And ‘lightweight’ is a quality. So retailers might want to only show ads for machines that are less than $300 in price and less than 4 pounds in weight, Nukala tells us. Adchemy’s new product is intended to structure a retailer’s online catalog so that it responds with product listing ads in Google by extracting that meaning, rather than by simply matching keywords.”

 

Read more here.

Image: Courtesy Adchemy

 

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