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Financial Times rolls out semantic advertising service

Published on .

New York—The Financial Times is launching a service called FT Smart Match that uses semantic technology to match display advertising or content marketing messages to relevant news and feature stories on FT.com. The technology behind Smart Match, provided by Smartology, is able to identify the context of an FT.com article through semantic profiling and to automate the placement of contextually similar content from an advertiser. Web cookies are not used. The technology also provides brand protection by incorporating blacklists of concepts and topics that the marketer would not want its advertising to appear against.
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