  We present the concept of Semantic Advertising which we see as the future of
online advertising. Semantic Advertising is online advertising powered by
semantic technology which essentially enables us to represent and reason with
concepts and the meaning of things. This paper aims to 1) Define semantic
advertising, 2) Place it in the context of broader and more widely used
concepts such as the Semantic Web and Semantic Search, 3) Provide a survey of
work in related areas such as context matching, and 4) Provide a perspective on
successful emerging technologies and areas of future work. We base our work on
our experience as a company developing semantic technologies aimed at realizing
the full potential of online advertising.
