Internet-based linguistics solutions provider LexiQuest Inc. said that Lycos Inc.’s HotBot search engine signed to use its
technology, “enabling advertisers to improve their ad targeting strategy.”
Using advanced linguistic-processing technology, LexiQuest categorizes HotBot
search keywords into general topic areas, allowing advertisers to purchase
groups of multiple keywords associated with a particular topic.
“With LexiQuest’s technology, we’re pleased to be the first major search site
to offer our advertisers a more efficient targeting strategy and a unique,
new way to approach Web
advertising,” said Ted Casey, general manager of HotBot.
Financial terms of
the arrangement were not disclosed.
LexiQuest said its technology enables search engines to understand everyday
language by analyzing grammar and the general concepts underlying specific
words.