Until recently, contextual advertising was the major method that publisher websites were using to generate revenue. Contextual advertising in its traditional sense means that online advertisements are paired with publisher websites via various forms of advertising technology that use preset corresponding keywords. Contextual advertising does not, however, actually take context into account, since up to this point, advertising technology that could understand the sentiment of an entire web page of content did not exist.

This led to some rather unfortunate instances of negative branding or irrelevant online advertisements. Negative matching may mitigate this issue to some extent, but it is certainly not a lasting and comprehensive solution. Poor advertising results and low click through rates mean that advertisers do not utilize that publisher website for the long term, thus reducing the potential for continuous and consistent profits for the publisher website.

Semantic targeting solves these issues by analyzing entire pages of content to understand the overall sentiment of the page in question. Semantic advertising technology establishes a catalogue of expressions and phrases and the corresponding connotations to prevent negative branding for the product being advertised on the publisher website in addition to matching corresponding keywords found on the publisher website and the advertisement. This means a decrease in negative branding, and increase in the relevance of advertisements being displayed. Thanks to a successful round of Beta testing, it is apparent that semantic advertising technology can offer an overall higher click through rate, which means a higher level of advertiser satisfaction resulting in an increase in long-term online publisher revenue generation.