New Australian software to take on Google Ads

Stan Beer
Friday, 27 May 2005 00:00

IT Industry - Development

Sydney-based online search engine developer, Mooter, has launched a contextual advertising solution, which enables online publishers to provide targeted advertising aligned with their content. Google provides a similar solution with its Google Adsense product.

Chief operating officer of Mooter, Dr Mathew McDougall, said the Australian-developed technology achieves superior relevancy by dynamically predicting the most relevant advertisements on publisher sites. The Mooter predictive personalization platform uses information sources such as content, demographic information, cognitive responses and behavioral patterns.

“We use our proprietary algorithms to automatically deliver advertisements that are the most relevant to the right person at the right time,” Dr McDougall said.

“For example, a web page featuring a travel article about Japan could offer advertising for hotels in Japan, airlines flying there or unusual tourist attractions. In addition, the advertising material and subject matter being relevant to the article, would be matched to the reader’s cognitive level, as exemplified in their interest patterns and behaviour.

“The advantage to publishers is the ability to offer advertisers greater return on their advertising dollar by significantly improving the relevance of advertisements to those visiting a particular site.”

Dr McDougall predicts a rapid uptake of the Mooter predictive personalization platform given the enormous growth in the online advertising market.

“The ability to quickly roll out foreign language versions of the software will give us a major competitive advantage. We are presently exploring opportunities in several markets, especially in Asia,” Dr McDougall said.

The Mooter Predictive Personalization Platform automatically creates ontologies, or networks of themes and relationships between them, in most languages. Double-byte enabled, it can therefore support major Asian languages, including Chinese, Korean and Japanese. It can be set up to support languages other than English in a matter of days, according to the company.

The Mooter platform can be hosted for publishers or they can run the software themselves. The software is licensed for a flat fee or a combination of flat fee and the sharing of advertising revenue between Mooter and its publisher clients. The revenue split is based on effective click through rates.