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Kontera Flips the Model Between Advertising and Content

By   /  October 19, 2012  /  No Comments

Joe Mandese of Online Media Daily reports, “In a surprising twist for the advertising industry, the hottest new model being developed by digital ad platforms is flipping the historic model between advertising and content.”

Joe Mandese of Online Media Daily reports, “In a surprising twist for the advertising industry, the hottest new model being developed by digital ad platforms is flipping the historic model between advertising and content: Instead of editorial or entertainment content being a conduit to distribute advertising, advertising is becoming a means for distributing content. The latest manifestation of this trend comes from Kontera, a company that helped pioneer the field of so-called ‘in-text’ advertising, which today will unveil an ambitious new initiative enabling advertisers to pull any form of content — including ‘owned,’ professionally produced or user-generated — directly into some new, dynamically served advertising units.”

Mandese continues, “Kontera calls the effort a ‘content activation platform,’ and it is powered by a sophisticated semantic technology it developed that crawls millions of professionally produced and user-generated pages of content on the Web and associates, and filters them based on their contextual relevance to a brand’s advertising message. The platform enables advertisers and agency executives to pull that content directly into real-time ads served on publishers’ pages.”

Read more here.

Image: Courtesy Kontera

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