NONE: Re: ONLINE-ADS>> Enhanced Targeting
Re: ONLINE-ADS>> Enhanced Targeting
Dominic Tassone (dtassone_at_neural.com)
Thu, 18 Jun 1998 11:10:22 -0500
Thanks for the good questions Keith*
It might make most sense to first introduce Neural
Applications which is a technology company focused on
applying machine-learning (AI) and expert systems in dynamic
data rich environments*like the Internet, finance and
process control industries.
And yes, we are the OptiMatch guys..!
In a nutshell, OptiMatch is intelligent targeting software
that enhances the clickthrough performance of Web sites -
particularly banner ads and navigational links. Neural
developed the OptiMatch software suite in conjuntion with
our ad-supported Stockpoint business unit, and recently
released a version for the MS SiteServer 3.0 Commerce
Edition.
To answer your question directly - we do offer "intelligent
targeting." We mean that literally and figuratively though.
Although the company is called Neural, we do realize that
neural network technology is not a one size fits all
proposition. As such, we employ other AI techniques like
fuzzy logic, Bayesian belief nets and genetic algorithms as
well as advanced statistical methods to add some level of
intelligence to everything we do. OptiMatch uses a
hierarchical approach to intelligent targeting which depends
on the amount of data it has available to make decisions at
any given time.
How we measure "intelligent targeting," is pretty
straightforward. I can't speak to some of the other
technologies, but since OptiMatch was cooked up on a
successful financial Web site along with a large base of
advertising partners - performance measurement defintitely
helps tell our story. The recent release of OptiMatch for
SiteServer 3.0, features a client-side module features some
nifty visualization tools and a performance improvement
monitor which gauges percentage improvement in terms of
OptiMatch yields.
Your point about media buyers not knowing is well taken -
I'm mostly curious to what extent they don't know or to what
extent they care.
Ciao!
Dominic Tassone
Neural Applications
http://www.neural.com
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