Semantic targeting: past, present and future

<p>Keynote address day one of the ISKO UK <a href="https://www.iskouk.org/2009-Conference">2009 biennale conference&nbsp;</a>.</p> <p>This keynote address&nbsp;looked at the evolution of the linguistic approach to content analysis&nbsp;which Crystal has been developing over the past twenty years. It begins with the knowledge&nbsp;management taxonomy used for the Cambridge family of general encyclopedias, and&nbsp;follows its transformation into an Internet taxonomy, with applications in automatic&nbsp;document classification, search engine assistance, e-commerce, online advertising, and<br> Internet security. Recent developments have brought a focus on advertising, a field which&nbsp;has seen ideas develop from simple keyword analysis to contextual advertising and now to&nbsp;semantic targeting.<br> David Crystal explores the difference between these notions, and describes current issues in the&nbsp;way semantic targeting is evolving, including ways of handling site sensitivity, sentiment,&nbsp;intention, and cultural localization.</p> <p>&nbsp;</p>