Internet advertising company Overture K.K., in collaboration with NTT Data Corp., has developed "Contents-Match Mobile," a contextual ad technology for mobile phone websites. The companies started distributing the technology's beta version to "R25-shiki Mobile" mobile phone portal site run by Recruit Co., Ltd. on January 31, 2007. This is claimed as the world's first contextual advertisement for mobile phone websites.
Contextual advertising is a technology, which automatically delivers ads that have connection with the website's content. If the website provides information about movies, for example, promotional ads concerning movies being shown at theaters will be displayed.
Contents-Match Mobile uses a Japanese language semantic analysis software product "NAZUKI," which NTT Data jointly developed with the Institute of Language Understanding, a venture stemming from the University of Tokushima. NAZUKI contains a large-scale dictionary and a knowledge database on relation between Japanese words. The software abstracts the content's meaning and subject by running the website's text with its dictionary and knowledge database. Overture acquires information about the text's meaning and subject through NAZUKI's API and distributes suited ads to companies managing the website.
NAZUKI is also capable of filtering out inappropriate ads. For example, it can stop ads from being delivered and shown on portal sites run by the advertisers' rival companies. This is because NAZUKI has "rival filter" that picks up information about competing companies and "inadequacy filter" that extracts unsuitable expressions.
Sales from ad display on websites will be shared by Overture, NTT Data and the company managing the website. However, the companies did not specify the ratio of the share. Along with Contents-Match Mobile, NTT Data plans to start marketing blog and SNS analysis reports to companies with interest, among other services using NAZUKI, in April 2007.
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