NeurOK company (http://wwwneurok.ru/) officially announced kick-off of the first Russian system for adaptive exposition of advertising banners. The system is based upon its Internet Semantic Server, a product designed for performing associative search. The project is running at IT InfoArt Stars Web portal (http://wwwinfoart.ru/).

The system analyses the sense of the Web page content and selects a topically coherent banner to be shown at the page. Banners are described by a set of keywords which present its topical category.

The technology allows to make banner advertising less annoying and more interesting for the user. For the first time, advertisers can perform 100% tagreting of their advertising for individual users rather than groups of consumers.

Operation of the adaptive banner system is based upon Internet Semantic Server (ISS)ability to determine sense categories in arrays of documents, index texts, and look for documents according to their content. This becomes feasible due to broad application of neuron algorithms and neuronetworking theory. In exact terms, the text of the page is considered by ISS as a set of keywords; then the server search for the most adequate item in its banner pool and submits it to the banner system for presentation. Banner search is performed as an analysis of associative links between banner description and text of the document.

The technology is primarily destined for application at large websites with topically diverse arrays of documents.

NeuroOK company and IT InfoArt Stars portal closely cooperate in development and promotion of products and technologies based on associative search mechanisms, adaptive data filtering and navigation guided by semantic links in large arrays of text information. The Internet Semantic Server associative search engine is running at IT InfoArt Stars website (http://wwwinfoart.ru/) since April 1999.

Source: InfoArt News Agency

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