New Google Rival Makes Bid With Semantic Search, Ads

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New Google Rival Makes Bid With Semantic Search, Ads
By Clint Boulton
2008-09-17

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Would-be Google AdSense rival Expert System launches its Cogito Semantic Advertiser tool, which discerns the meaning and context of words to provide more relevant ads. By leveraging semantic technologies, Expert System joins a cadre of search providers that includes Microsoft-owned Powerset, Hakia, Yedda and Zoomix.

Google has a new challenger to its AdSense platform, courtesy of semantic software maker Expert System.

Expert System, which makes software that interprets information in text, has launched Cogito Semantic Advertiser, a tool that, when paired with Expert's semantic search engine, processes the meaning of text to ensure that an ad's placement is relevant to its assigned Web pages.

Expert System is the latest vendor trying to nibble at Google's search advertising market share by offering an alternative to Google AdSense, which uses keyword frequency to place ads. Another upstart, Proximic, debuted earlier in 2008 to attack Google on this front, but Proximic leverages a contextual ad-based approach without semantics.

So, what problem is Expert System trying to solve? J. Brooke Aker, CEO of Italy-based Expert System's U.S. subsidiary, showed me in a demo how Google's AdSense program will occasionally place misleading or inappropriate ads for certain articles.

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