SmartProfiles

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By Leiki | Updated 5일 전 | Media
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Leiki SmartProfiles is uniquely capable in finding the meaning behind any piece of text. Optimised to produce the most effective content targeting and consumer analysis SmartProfiles is used by a broad range of advertisers, web publishers and marketers.

Unlike traditional keyword or entity extraction systems, SmartProfiles creates a human like understanding of the text that goes far beyond just extracting words or entities. SmartProfiles is even able to analyze very short content such as product or video descriptions and respond with a rich and accurate “tree” of metadata.

An example: When analyzing “Keith Richards” a leading competing system is able to detect that “Keith Richards” is a person – category unknown. For the same Leiki SmartProfiles returns a weighted profile of 27 categories, including detailed musical styles and other associations of the person. This yields far better results when finding connections to other relevant items, such as matching products to video clips. In this case Rolling Stones albums (not only albums by Keith Richards) can be targeted alongside Keith Richards video clips. While competing systems struggle Leiki triumphs.

Leiki’s semantic analysis has been created and optimised for more than ten years to not just analyze content, but analyze it in a way that produces the most effective content targeting and consumer analysis. This makes a huge difference in the applicability of the technology.

SmartProfiles is based on the most comprehensive ontology (concept hierarchy) on the market. Leading competing solutions either use no ontologies at all or do searches of standard ontologies available on the web. The problem is that the standard ontologies have not been developed for content or consumer analysis and return categories that produce mismatches and nonsensical results. For example, a standard ontology’s category “famous persons who were born in California” connects people from completely different fields and industries who have nothing to do with each other in reality. Another category “inanimate objects” may sound ok from a philosophical perspective, but in practice under that are everything from a skyscraper to a toothbrush, resulting in a mess.

Leiki SmartProfiles are used by advertisers, web publishers and marketers to define content with IAB Tier 2 and beyond. Analyzed items are typically articles, videos, products, documents, classifieds, forums, and image galleries.

SmartProfiles have been optimized for ad targeting and content recommendation, with typical use cases for content discovery including:

  • Targeting advertising via OpenRTB and other data interchanges.
  • Displaying related content within your domain or network.
  • Improving search, SEO, archiving and other content management functions.
  • Creating standardized tagging.
  • Aggregating content into topic pages.
  • Converting web store catalogs into automatically targeted display ads.

SmartProfiles and associated service SmartTracker have been also optimised for consumer preference analysis, used for:

  • Generating consumer profiles for personalization.
  • Audience segmentation for analysis and campaign targeting.
  • Predicting purchase interests online and integrating to retail CRM.

Unique technology behind SmartProfiles

SmartProfiles are created by Leiki Focus, the world’s most comprehensive general-purpose ontology. Focus identifies over 100,000 concepts using over 1.3 million rules, crafted by a dedicated team of professional linguists at our advanced ontology center in Helsinki. Our standard service can also provide IAB Tier 2 / OpenRTB 2.1-compliant tags. See an example below with both IAB Tier-2 Profile as well as the detailed Focus100K Profile. In addition, we support standardized public ontologies and customer-specific taxonomies such as product and content topic categorizations.

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