Web Firms Link for Social Media Analysis

US-based marketing tech firm Lotame has extended its partnership with semantic web service OpenAmplify to improve advertisers' ability to target web audiences according to the sentiments expressed by content creators.

Lotame's CrowdControl solution collects and analyses online content and uses this to build and refine audience segments, while OpenAmplify uses patented Natural Language Processing technology, mimicking the human process of language understanding to identify the significant topics, emotions and intentions contained in online text.

Content types including news articles and forum posts can now be scanned as content is created, helping advertisers to deliver customised creative to audiences depending on the sentiments contributors express.

'When we combine OpenAmplify with Crowd Control data, we obtain the ability to see how consumer opinions expressed about brands change in real time, and how campaign ads affected that consumer,' explains Lotame founder and CEO, Andy Monfried.

Mark Redgrave, OpenAmplify's founder and CEO, adds: 'Lotame's Crowd Control makes the sentiment data from OpenAmplify more useful because it provides a context for understanding underlying sentiment and a framework for taking meaningful steps to change consumer sentiment as well.'

Web sites: www.lotame.com and www.openamplify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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