Believing that health sites need their own ad network, Healthline is bringing its semantic search technology to advertising. The health search engine is launching the Health Media Network, an ad network that will place contextual ads on health Websites. It is like an AdSense for health sites.
But instead of relying simply on matching keywords on the page where the ad is being served, Healthline says it can serve ads that match the health concepts on the page. So an article that mentions the medical term “costochondritis” (an inflammation of the rib) might serve up an ad for ibuprofen (the most common treatment).
Healthline has created a taxonomy of 200,000 related health terms and concepts for its search engine, and is using the same underlying technology for it new ad network. It will be powering contextual health ads on its own search engine as well as partner sites such as United Health’s upcoming MyOptumHealth; AARP, Health.com, HealthPricer, JustAnswer, and USNews.com. All told these sites reach 10 million people a month, says the company.
Healthline itself has shown more zig-zag performance, most recently attracting 3.4 million visitors to its site worldwide in April, according to comScore. That was down from 5 million the month before.
Health is a hot area suddenly on the web now .
I guess folks are not trusting the docs anymore .
All these sites seem to be the Wikipedia’s of Health.
Anything new or innovative ?
This move makes a lot of sense, since Healthline has built a specialized ontology for the health space and can apply that to both search and search advertising. I think this same model will be played out in other verticals that are leveraging their knowledge to power search results, search advertising, and contextual targeting across content networks.
The flat growth of Healthline.com as a type in brand is not a big deal as they have been focusing on powering all these private label partnerships. The success of the Healthline model depends on profitable growth of these partnership deals more so than just growing their own type-in traffic.
Verticals should have higher prices and CTRs. We plan to launch a semantic ad network for our partner sites that embedded our search widget..first, web 2.0 vertical, etc.
What again is a “Newtork”?
Sebastian - Newtork is the new spelling of Network (though it’s now changed to its older version
)
Interesting idea, though I’m skeptical that their contextual matching will outperform Google’s. Assuming (very optimistically) that their algorithm is as good as Google adsense, they’ll still have fewer ads to match up to the page. Google uses more than keyword matching - they include the CPC rate and many other variables, which is why they dominate the click market.
Great concept,though I think there’s a lot people can get out of the health industry than just being customers to these online ads.Many people don’t realise how much money can be made by the ordinary person through simply taking part in this mega-bucks inustry.I was a complete skeptic about online businesses but since this programme I’m using literally poured cash in my bank accounnt,I’m really looking for people who are just like i used to be and to blow them off completely with this opportunity;but I really hpoe people who need money find this and use this opportunity.BLESS YOU!!Click Here!
Eric said…
Healthline says it can serve ads that match the health concepts on the page…
Concept search uses LSI (Latent Semantic Indexing ) algorithm. There are a varieties of algorithms that solves LSI, such as NNMF (non-negative matrix factorisation), PLSI (Probabilistic Latent Semantic Indexing), LDA (Latent Dirichlet Allocation) , SVD (Singular Value Decomposition), ICA (Independent Component Analysis), SDD (Semi-Discrete Decomposition) and more. These algorithms do vary in their precision & recall capabilities.
Joe Hunkins said…
Assuming (very optimistically) that their algorithm is as good as Google adsense, they’ll still have fewer ads to match up to the page.
LSI (Latent Semantic Indexing ) search are solved by multivariate algorithms (see my previous message). So, what Google is doing is similar to what Healthline is doing (assuming that Healthline is using LSI search). The only difference is the recall & precision. The higher the recall the better the search engine’s retrieval (of similar concepts).
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I definitely see a lot movement in the healthspace. I just accidentally landed on http://www.Doctor.com which is also an interesting site.
As for this semantic health ad network… The concept is interesting but I don’t see them stealing marketshare from AdSense unless they are somehow able to offer much higher revenue per click.