First results of Adkontekst R&D team’s work

21.06.11

In the beginning of 2011 Adkontekst established a Research and Development (R&D) team within its structure. Its objective is to focus on implementing development projects requiring the combination of technical skills with the knowledge of recent trends in online advertising. New functionalities have been implemented both in Poland (Adkontekst network) and in the nsContext platform used in six other European states.

One of the first changes in algorithm was the creation of an ad revenue forecasting module. Earlier the platform only analyzed the effectiveness of ad campaigns separately in each portal. Currently adserver takes into account the data concerning ad publishing in other websites (similarities are considered), which makes it easier to decide whether an ad campaign is attractive for users of a particular website. This functionality is particularly important for medium and small Adkontekst publishers.

Another project was to improve the ad rotation module. With its introduction the system can display to an individual user a bigger amount of various ads than before – maintaining of course the influence of contextual analysis on selection. The team has also worked intensively on creating a new contextual analysis algorithm. At the end of June linguistic research will produce a module for advanced semantic analysis, taking into account not only keyword frequency in texts but also their meaning.

Additionally, Adkontekst has introduced modern visuals of Intertext ad baloons. Potential advertisers may use the new order module enabling them to launch the campaign immediately upon clicking on the basket in ad creation section. This functionality meets the expectations of most valuable online publishers who can use it to gain advertisers automatically.  

Other new features include further forms of intertext ads: Adkontekst Image in the form of Intertext and Flash Large. Adkontekst Image in Intertext is an ad with an extra graphic element (earlier available only in boxes). Flash Large is a non-standard flash ad format with a size of 550 x 350 pixels. This ad is displayed in the in-text channel, with transparent background. It is displayed only when the user hovers over the underlined keyword. As with all in-text ads this ad disappears upon hovering the mouse away from the ad. Due to this feature the ad is not considered importunate and is more acceptable among users and owners of partner services.

The first campaign using Adkontekst Flash Large was conducted by UM Leads (Universal McCann) for Microsoft „Cloud Computing”.

„ - We are very satisfied with the first results brought by R&D team - says Artur Banach, President of the Board of NetSprint. We are convinced that in order to meet the expectations of advertisers and publishers we must use the research potential of our company as broadly as possible. At the same time we can see positive outcomes of our decision to expand beyond Poland. The development of a platform applied in seven markets is much cheaper individually and guarantees greater universality and effectiveness of created solutions”.