Thursday, August 24, 2006

Ads Should Apply Swicki Logic

Eurkester is having success in spreading its Swicki community search engine adopted by publishers. Forbes is the latest to integrate Swicki search, which adjusts the web rankings based on the preferences of a particular population.

The days of the generic "search the web" boxes on targeted websites can't come soon enough. The logic behind the Swicki is sound, leveraging the common interests of people within a website, and should also be applied to advertising.

Understanding the meaning of the search by analyzing the top search results will yield much better results. For example, looking at the most relevant search results from a Swicki on a sports site for "cardinals" will yield a very different set than if the same search were made from a site about birds (or religion).

The advertising networks match their results to the context of the top search results, so travel sites will produce ads for island vacations when someone searches on Java, while tech sites will have ads related to programming. Contextual advertising uses the entire document to deduce intent with modest efficiency now, but AdWords et al should apply the same logic.

Posted By John Gartner at 02:07 PM
Permanent Link: Ads Should Apply Swicki Logic | Comments (0)

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