Hot air?

BlueLithium is a very new provider of online advertising technology and services. It has just launched BlueTheory which (it claims):

reads a web page in a split second, understand the natural language of a webpage, deciphers the tone, concepts and ideas presented, and gets ads Internet users will find relevant based on the exact content. The result: Targeted, relevant ads are connected with internet users without tracking online user behavior, collecting personal information or relying on misleading keyword matches. (…)

Take a page detailing the negative effects of a protein rich diet. Key word searches would pick up the word “protein” and send an ad for a “How to Get Started on a Protein Rich Diet” book. BlueLithium’s service would understand the negative context of the page using natural language processing algorithms and send relevant ads for alternatives like South Beach or Weight Watchers. This is one to one advertising that connects Web users with ads that are relevant, useful and targeted like never before.

Will it be able to decipher those killer modes made famous by Monty Python’s Piranha brothers – “dramatic irony, metaphor, bathos, puns, parody, litotes and… satire”?

Andrew Joscelyne
European, a language technology industry watcher since Electric Word was first published, sometime journalist, consultant, market analyst and animateur of projects. Interested in technologies for augmenting human intellectual endeavour, multilingual méssage, the history of language machines, the future of translation, and the life of the digital mindset.


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