Recent developments by adCenter Labs
At the Microsoft meeting with the Demo Fest advertisers, it was announced that the official release of the new adCenter platform would take place within the next two months . The new version has implemented many new features that have appeared at the request of advertisers, some usability improvements have been implemented, and the pilot release of the Microsoft Content Ads system has been integrated - this is a new text-based contextual advertising system on Microsoft websites, beta testing of which began in October 2006.
The first versions of adCenter processed only search and textual contextual advertising, but in the future other formats will also be in circulation. Currently, research in adCenter Labs (adLabs) is focused on seven areas: keywords and content processing; advertising choices and relevance; audience study; social networks; video; platforms; devices. All these projects are at different stages of development: some are almost ready for the integration of adCenter, while for others the concept has just been shaped.
At the presentation for advertisers, adLabs researchers demonstrated their achievements in three areas:
1) keyword optimization;
2) video advertising;
3) the direction of users.
')
New technologies for optimizing keywords are developed within the framework of the Keyword Service Platform (KSP) - this is a set of services that third-party developers have access to through the API, so that they can create their own applications for analyzing advertising campaigns. Relevant software interfaces were published last week.
Microsoft has released its own set of KSP-based tools, including a keyword prediction tool, an analysis system, and a clustering system for search results. In addition, adLabs create even more advanced tools for optimizing keywords: for example, a system for linguistic analysis of the commercial effectiveness of a keyword ( demo version ). This technology calculates the probability that a particular word or phrase is part of a commercial search query, that is, the user is going to buy something. For example, for a query [digital photo], this probability is 51.4%, and for a query [tips on digital cameras] it already rises to 81.7%. When it comes to choosing a specific model of digital camera immediately before purchase, users enter requests of the form [review of digital cameras] (commercial index 98.3%) or [store of digital cameras] (99.8%).
Knowing the commercial query index, advertisers can diversify online advertising. For example, to offer the consumer cognitive information when he is at the stage of data collection, or to offer him a product when he is ready to purchase.
Another adLabs linguistic technology is the phrase recognition system in key queries. For example, in the [real estate agent] query, the system is able to select the phrase “real estate” and will no longer perceive it as a collection of individual words. The phrase recognition algorithm is used to make recommendations on choosing alternative keywords and increasing the effectiveness of advertising campaigns. The system will be integrated into adCenter as part of Content Ads during this quarter.
Video advertising research includes the creation of social services around published videos. To encourage people to communicate, for them, for example, the ability to link and comment on a specific part of the video is created. The technology works through Javascript and Windows Live ID authentication system.
In the spring of 2007, a program will be released that allows you to embed hidden hyperlinks inside videos - an indispensable technology for advertisers. A pop-up link will appear on the screen if the user hovers the mouse over the advertised item. The presence of a hidden hyperlink will be signaled by a special icon in the lower right corner of the video frame, and the object itself is placed in the frame-sight ( demo version ).
The first versions of adCenter processed only search and textual contextual advertising, but in the future other formats will also be in circulation. Currently, research in adCenter Labs (adLabs) is focused on seven areas: keywords and content processing; advertising choices and relevance; audience study; social networks; video; platforms; devices. All these projects are at different stages of development: some are almost ready for the integration of adCenter, while for others the concept has just been shaped.
At the presentation for advertisers, adLabs researchers demonstrated their achievements in three areas:
1) keyword optimization;
2) video advertising;
3) the direction of users.
')
New technologies for optimizing keywords are developed within the framework of the Keyword Service Platform (KSP) - this is a set of services that third-party developers have access to through the API, so that they can create their own applications for analyzing advertising campaigns. Relevant software interfaces were published last week.
Microsoft has released its own set of KSP-based tools, including a keyword prediction tool, an analysis system, and a clustering system for search results. In addition, adLabs create even more advanced tools for optimizing keywords: for example, a system for linguistic analysis of the commercial effectiveness of a keyword ( demo version ). This technology calculates the probability that a particular word or phrase is part of a commercial search query, that is, the user is going to buy something. For example, for a query [digital photo], this probability is 51.4%, and for a query [tips on digital cameras] it already rises to 81.7%. When it comes to choosing a specific model of digital camera immediately before purchase, users enter requests of the form [review of digital cameras] (commercial index 98.3%) or [store of digital cameras] (99.8%).
Knowing the commercial query index, advertisers can diversify online advertising. For example, to offer the consumer cognitive information when he is at the stage of data collection, or to offer him a product when he is ready to purchase.
Another adLabs linguistic technology is the phrase recognition system in key queries. For example, in the [real estate agent] query, the system is able to select the phrase “real estate” and will no longer perceive it as a collection of individual words. The phrase recognition algorithm is used to make recommendations on choosing alternative keywords and increasing the effectiveness of advertising campaigns. The system will be integrated into adCenter as part of Content Ads during this quarter.
Video advertising research includes the creation of social services around published videos. To encourage people to communicate, for them, for example, the ability to link and comment on a specific part of the video is created. The technology works through Javascript and Windows Live ID authentication system.
In the spring of 2007, a program will be released that allows you to embed hidden hyperlinks inside videos - an indispensable technology for advertisers. A pop-up link will appear on the screen if the user hovers the mouse over the advertised item. The presence of a hidden hyperlink will be signaled by a special icon in the lower right corner of the video frame, and the object itself is placed in the frame-sight ( demo version ).
Source: https://habr.com/ru/post/4986/
All Articles