Digital marketing is becoming a fundamental pillar, by leaps and bounds, in the business plans of practically every business model. Methods are being refined and the search for the connection between brand and user is expected to become increasingly more precise: a related advertisement is no longer sufficient, now the advertisement must appear at the right time and in the right place. This is where categorization proves to be an exceedingly useful tool.
That is why, at MeaningCloud, we have improved our IAB categorization model in English, that is integrated in our Deep Categorization API:
- Adding a third level of content taxonomy to the hierarchy of categories (IAB Taxonomy Level 3).
- Improving the precision of pre-existing categories.
- Including the unique identifiers defined by IAB itself for each of the categories.
The reason? Text. And a lot of it. The publishing world has struggled to understand how data relates to text and understand the value of data. This is changing, too slow for many, as the industry moves from seeing themselves as a ‘product’ based company (e.g. making books, e-books or physical) to a ‘service’ based company. In other words smart publishers are starting to see their service to customers as the creator and curator of information. This content is abled to be mixed and mashed-up in dynamic ways across a number of formats. This service is not bound, saddle-stitch or otherwise, to a specific product. This 180-degree perspective change requires publishers to think more directly about customer experience in the same way more traditional service based industries like hospitality or even retail banking.
