Amiad Solomon, CEO and Founder of Peer39 spoke to about 100 people at the Hyatt Regency Santa Clara.
100 years ago most of our tools and applications did not exist.In 1908 leaders of technokogy could not have envisaged the technology that exists today.
Web 1.0 connection via the internet
Web 2.0 – Two sided: basic Data exchange
Web 3.0 : Business Finally understanding the Internet
Web 1.0 was all about "I" solid state web architecture that is solid but not flexible.
information was moving only one way. Content updated only once.
1991- www
1993- Mosaic
1994 – spam , banner ads , amazon.com, netscape
2008 Firefox open source holds xx% of the market and netscape disappears
1997 Geocities taken by Yahoo stale content restricted by one way movement of information
1999 Naster
2000 AOL and TIme Warner ( in 2002 loss of 99billion)
2001 Crash of the dot com boom lost 5 trillion and we took our money and invested in the housing market
Learnings: cash not content is the king
Web 2.0 : 2 sided internet
How to use global connectivity that web 1.0 developed
craigs list, wikipedia accepted as business and socio economic activity. ( a lot from this preso came from wikipedia too)
Opensource
Content updates constantly Twitter example
1995 Ebay – constant updates, obsessed Ebay visitors and shoppers , people collect broken laser pointers
1998 Google never ending beta phase and constant updates, figured out how to make money, how to do advertising, long tail of the internet and most of the internets content. Show how many pages are there on the Internet.
2005 Youtube like Google it is owned by Google. 2 way communication between users with a web cam and the platform that supports. 7.5% of the global internet advertising market.
Learnings:
Sustainable revenues are possible.
Web 3.0 Machine in the middle
web 3.0 connect sender and receiver with a middle applications that feed and update themselves as they get the information and provide info on how that went.
web3.0 are operating in stealth mode
- Smart Internetworking – data sharing
- semantic web – data understanding and sharing, formatting is a challenge, web connected computers will be carrying out complex tasks, which song will be the next hit. simple collaborative filtering will collect information from multiple individuals to predict what one individul will do. Exampls of companies already doing that are Amazn, Itunes.
SAP : case study mention, distributed database, set ontologies to establish realtionship to search millions of notes and billions of data records at once. data will be referenced in multiple context.
Semantics and Advertising:
irrelevant ads are irritating and lead to lower revenue and waste advertising dollars
contextual advertising – scan website text and trigger system to send contectual ads
shows examples of how the current contextual ads is not perfect. ( audience laughs at the examples)
behavioral targeting uses cookies. Cookies have issues with privacy laws and can be deleted and multiple users share cookies.
Semantic approach:
Recourse Description Framework : RDF
On the fly contextual interpretation of data
Target ads based on meaning of the data than the words, knows difference between car insurance and car bombing
no embarrassing keyword results
no hooter ads on websites about feminism
high degree of accuracy and click thru rates
Peer39 does this today. show the right product to the right person and they will buy.
machines talk to each other and interpret data in different ways. Thanks
Semantic Match (trademarked)
Peer39 inc.
What way is Semantic Web improving advertising?
ROI is greater, brand performance measuring is easier. people don’t buy a car from a GM ad but the measurement is of the brand recogntiion. Target at page level and content.
When we develop technology for the machine understand what the page is all about then it can serve up the ads instead of just keywords.
How will the Semantic web change the user experience?
people will have to do less searching, today you have to know what you are searching for. can you ask a search engine that you are a family of 3 and want ideas for a Christmas holiday. In Web 3.0 the machines will know the answers based on data. Not based on manual dictionaries but on dynamically learning on the fly and giving answers.
Data Cloud and the technology that Peer39 uses?
We built a software that takes the system and learns. Sarah Palin was not in our software system until 2 months ago, the system learnt from the information available and put it in the right bucket. (Note Peer39 is on MIT’s list of 10 companies to watch for) Brand protection levels, technology understand sentimetn which is not perfect but can come up with results. today if there is a negative mention we have the ability not to advertise there.
Behavioral targetting how does this make the targets more relevant?
works in some cases. GM etc when you go from cars.com to another web page. In Oeer39 we don’t need cookies to improve. not focusing on collecting cookies and analyzing them. Big privacy laws are in front of congress. behavioral tech can be part of the semantic web. in behavioral targetting you dont know who is looking at the data specially in shared computers. IP based may have multiple users.
How can search engines use your services API ?
For Peer39 we are building publisher and advertiser network. great opp for search engines in monetizing the meaning of results. example tiger woods to golf automatically. A lot of money wil be spent on much more targetted advertising. keywords and adsense will change the way it is done.
FAcebook how will it monetizign itself, how does advertising become more relevant?
More info there is it is beeter. Facebook does not have more text onthe pages. Social networks are different , each has differences Myspace has more content, groups have common denominator in FAcebook. Forums are richer in content than social networks. We need to see how deep the information.
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