Semantic targeting

Semantic targeting is a technique enabling the delivery of targeted advertising for advertisements appearing on websites and is used by online publishers and advertisers to increase the effectiveness of their campaigns. The selection of advertisements are served by automated systems based on the content displayed to the user.
Semantic Targeting has originated from the developments arising from Semantic Web. The Semantic Web enables the representation of concepts expressed in human language to data in such a way that facilitates automatic processing, where software can programmatically understand and reason how different elements of data are related. The concept of semantic targeting utilises this capability to identify these concepts and the contexts in which they occur, enabling marketers to deliver highly targeted and specific ad campaigns to webpages.