NEW YORK–(BUSINESS WIRE)–Vertical Search Works (VSW), the leading semantic search technology company, announced its acquisition of addGloo, a demand-side platform (DSP) focused on integrating real-time semantic analysis with real-time bidding (RTB) for online display advertising. VSW is now in a position to give advertisers a more efficient way to buy, execute and optimize their online campaigns with greater relevance and scale via real-time bidding.
The acquisition supports VSW’s value proposition, which utilizes patented semantic search technology, machine-learning and natural language processing methods to provide relevant content and advertising to users across display, mobile and video advertising channels. VSW’s technology, in combination with addGloo’s solution, brings a new approach to targeting online content, delivering superior quality, brand safety, optimizations and transparency. By using semantic search to analyze content on the web, brand messages are targeted to the most relevant sites and content pages – advertisers no longer have to worry about being aligned with content that is incompatible with their messages (on sites they don’t recognize).
“Advertisers can now maximize their ROI by controlling where their ads appear and optimizing campaigns based on semantic relevance,” said Colin Jeavons, CEO and co-founder of VSW. “Coupling the application of VSW’s technology with the new search-to-display value proposition benefits everyone who wants to get more out of their programmatic buying.”
The addGloo demand-side platform (DSP) allows search marketers, and other display advertisers focused on page relevance, to target and bid on display ad inventory using keywords, phrases, subjects and even sentiment. The inventory available to addGloo will be sourced and normalized from all leading RTB ad exchanges, mobile and video exchanges, providing an added layer of transparency for advertisers.
About Vertical Search Works ™
Vertical Search Works is a search technology company which leverages its proprietary products to deliver more valuable results for advertisers, publishers and consumers across targeted vertical industries. Powered by patented semantic technology, VSW’s products leverage semantic intelligence to establish stronger connections between user intent and content consumption.
Original Release: BusinessWire
Image: Courtesy Vertical Search Works