Marketecture: Get Smart. Fast. Understanding Concepts Over Keywords: Inside Inuvo's AI-Powered Targeting with Eric Tilbury
Apr 14, 2025
Eric Tilbury, Head of Operations at Inuvo, shares insights into the revolutionary concept graph technology that enhances digital ad targeting. He explains how this approach goes beyond simple keyword strategies to capture the genuine sentiment of content, increasing precision even without direct user identifiers. Tilbury also discusses Inuvo's roots in UCLA's machine learning lab, its dual ad tech and publishing model, and the ongoing challenges of attribution in a post-ID landscape. Plus, he touches on partnerships with major platforms like Microsoft.
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Inuvo's Concept Graph Insight
- Inuvo uses a proprietary concept graph that analyzes meaning and sentiment at the sentence level rather than relying on keywords alone.
- This approach enables precise ad targeting by understanding content context beyond simple word matches.
Creating Detailed Audience Models
- Advertisers can create highly detailed audiences by typing descriptive prompts or supplying relevant URLs to define interest models.
- Inuvo's system extracts and relates concepts from these inputs to build tailored targeting models for better campaign precision.
Importance of Full URL Access
- Inuvo activates campaigns through curation integrated with Microsoft's SSP, accessing real-time bid requests with full URL level data.
- Full URL understanding is critical for Inuvo's concept-based ad targeting to function accurately in real time.