A new vertical from Exponential's Tribal Fusion proves that online advertising networks are researching and seeking out new technologies built on existing capabilities in order to diversify their core functions as platforms for marketing purposes. EchoTopic is the latest service from Tribal Fusion, and it's an in-text advertising solution that aims to provide highly targeted and relevant ads to readers.
The EchoTopic system works, on the reader's end, in a similar manner to Snap Link Bubbles, in that highlighted words will pull up a scroll-over window with sponsored links. These links are determined on parent company Exponential's semantic model, which scans the entire page of the publisher's content, along with incoming and outgoing links. This scanning enables EchoTopic to determine the most contextually-based words in which to highlight for advertising purposes.