Publishers have long competed with other news sites for ad dollars, but now with the increasing popularity of content marketing they are also competing more than ever for reader attention, as more and more brands become "publishers" themselves.
Traditional online publishers now have a tool at their disposal, however, that could give them a competitive edge. Lotame, a data management platform (DMP - another acronym to add to the list), released a new Semantic Classification Tool built into its core DMP.
The tool crawls the content of Web pages to identify keywords, which are then mapped to granular user behaviors. The behaviors identified through the tool then automatically appear within Lotame's DMP and can be used for audience creation and ad targeting, which can provide more monetization opportunities for publishers, as well opportunities to inform content creation. By understanding that visitors are viewing content related to fine dining restaurants in the Upper East Side, for example, publishers can tailor their editorial calendar to these interests, which can improve time on site and increase traffic, which appeals to advertisers (and the search engines).
"Lotame's proprietary technology takes audience discovery to the next level by moving beyond page level attributes and focusing instead on the context of specific articles," said Rishit Shah, Lotame's VP of Product Management. "Through the technology, Lotame clients can build deeper first-party insights and can leverage those insights to underpin highly targeted ad delivery."