October 01, 2012 08:30 ET

Semantic Targeting Increases Online Ad Reach Up to 73%, Improves Lift Performance Up to 48%

ADmantX Will Exhibit at AWE Where it Will Present the Results of a New Study That Shows That the Top 10 US Newspapers Could Collectively Increase Revenue by Over $400 Million Using Semantic Targeting

NEW YORK, NEW YORK--(Marketwire - Oct. 1, 2012) - ADmantX, the next-generation contextual analysis and semantic data provider, today unveiled the findings of a study conducted on the top 10 US newspapers by simulating A/B testing using keyword targeting/semantic targeting on 20,000 pages from each publication. The analysis noted an average increase in ad reach up to 73% and an average increase in ad lift up to 48% using semantic targeting.

Optimizing the match between content and ad is a fundamental step in making the economics of digital advertising work for buyer, seller and consumer. This is where ADmantX comes in: semantic technology improves contextual targeting by increasing reach and lift at the same time -something keyword-based and statistical-based semantic targets cannot do. ADmantX further distinguishes itself over other targeting technologies through its ability to identify emotions in content. This ensures that the underlying emotional response to the content matches advertisers' desired action or response.

"Traditional print newspapers are struggling financially; moreover, they struggle with the transition to a digital world when it comes at the expense of print," said J. Brooke Aker, ADmantX CMO. "As a contextual analysis pioneer in providing publishers with the data they need to make the most of their advertising inventory, we wondered if newspapers are doing everything they can to maximize their digital revenue streams. Not surprisingly, we found that the top 10 American newspapers could collectively raise revenue by over $400 million by adding semantic targeting to their ad operations."

The breakdown of the advantages gained using ADmantX semantic targeting data are charted below. For more details, you may visit ADmantX at AWE (booth #5) or access the full report here,

Publication Change in Reach Change in Lift Change in Impressions Change in CPM Change in Revenue
Wall Street Journal 70% 64% 35.0% 12.8% 65.2%
New York Times 66% 25% 44.0% 10.2% 72.3%
Washington Post 74% 79% 33.0% 5.0% 51.8%
USA Today 88% 51% 42.0% 6.8% 64.8%
LA Times 84% 34% 37.5% 11.0% 65.6%
Chicago Tribune 70% 22% 37.0% 15.8% 72.0%
New York Daily Post 69% 49% 38.0% 8.8% 63.0%
Chicago Sun--‐Times 76% 44% 34.5% 9.8% 60.3%
New York Daily News 59% 56% 35.0% 4.4% 53.2%
Mercury News 75% 55% 38.0% 8.8% 63.0%
Top 10 Average 73% 48% 37% 9% 63%


ADmantX is a contextual analysis and data provider that offers a semantic, cookie-less solution to allow publishers, ad networks and exchanges, brand managers and agencies to develop more effective online advertising campaigns. There are no privacy concerns: real-time monitoring and the use of sentiment analysis maximize readers' receptiveness to advertising content and minimizes placement near off-brand content. As a result, ads are more relevant, more accurately placed and brands are protected.

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