Merchenta performs sophisticated real-time contextual analysis of publisher web pages to ensure brand safety and good intent match. Using our proprietary PageDNA score, Merchenta Insight Engine decides whether to display an IntelliAd in a particular location - or not.

How does it work?

Our real-time classifier - Merchenta//Lexi - verifies target page content against numerous criteria. Using sophisticated algorithms, Merchenta//Lexi determines the composition of each page across 500 attributes to compute it's PageDNA.

Operating in real-time, it's even possible to assess the PageDNA of frequently changing user-generated content (eg forums, blogs) as it emerges. So, brand safety and intent match can be maintained even on fast-changing content sites.

Merchenta//Lexi employs an array of classfication techniques, including the following aspects.

Content Classification for Brand Safety

• What is the page about?
  Lexi analyses the entire page content to determine a set of classifications. Each category is scored, resulting in an accurate understanding of what a page is about, its PageDNA.
  
  
• Content blocking - does the page contain inappropriate content?
  Lexi ensures that IntelliAds steer away from inappropriate content.
  
  
• Content matching - does the page contain positive characteristics that embue good content matches?
  By understanding page content, Lexi can apply the most relevant IntelliAd content to consumers browsing these pages.
  
  
• Content type - what kind of content is it? User generated, product related, news, etc?
  Merchenta Insight Engine can leverage these attributes and more in determining the value of IntelliAd placements.
  

Page Structure for Campaign Effectiveness

• Content effectiveness - does the page contain excessive advertising units?
  Lexi can pinpoint poorly performing content overwhelmed with ad units & identify impression fraud.
  
  
• Content conversion - is the proposed IntelliAd placement above the fold where consumers can see it?
  Above the fold placements deliver greater branding benefits.
  
  

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