Collarity
Encyclopedia
Collarity is a privately funded web services company based in Palo Alto, California
that provides a recommendation system
, social search
, and online advertising
services for web publishers.
(sometimes referred to as passive filtering) could be used to improve search relevance
, as an alternative to the historical emphasis on link analysis
or explicit user feedback systems. The company was officially launched in November 2006.
attempting to leverage anonymous implicit web user data (e.g., articles/videos searched on or clicked), as opposed to explicit metadata
such as tagging
or rating, with the goal of creating an information value hierarchy. The intent is for this base of behavioral knowledge to ultimately make specific information more findable for specific online audience segments.
The technology is related to currently popular notions of The Wisdom of Crowds
, "harnessing collective intelligence
" (a core tenet of Tim O'Reilly's
original Web 2.0
definition), and "the database of intentions" (a phrase coined by John Battelle
in his book ). Collarity's technology development has been mentioned in several search innovation articles and has been highlighted in others.
In July 13, 2010, the United States Patent and Trademark Office issued to Collarity a U.S. Patent No. 7,756,855, entitled “SEARCH PHRASE REFINEMENT BY SEARCH TERM REPLACEMENT”
http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.htm&r=1&f=G&l=50&s1=7,756,855.PN.&OS=PN/7,756,855&RS=PN/7,756,855
platform enabling web publishers to guide their web visitors to relevant content based on the historical content consumption patterns of previous site customer segments. The platform also enables web publishers to dynamically target advertising based on how specific site segments have responded to ads in the past.
Palo Alto, California
Palo Alto is a California charter city located in the northwest corner of Santa Clara County, in the San Francisco Bay Area of California, United States. The city shares its borders with East Palo Alto, Mountain View, Los Altos, Los Altos Hills, Stanford, Portola Valley, and Menlo Park. It is...
that provides a recommendation system
Recommendation system
Recommender systems, recommendation systems, recommendation engines, recommendation frameworks, recommendation platforms or simply recommender form or work from a specific type of information filtering system technique that attempts to recommend information items Recommender systems, recommendation...
, social search
Social search
Social search or a social search engine is a type of web search that takes into account the Social Graph of the person initiating the search query...
, and online advertising
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
services for web publishers.
Company history
Collarity was co-founded in 2005 by Levy Cohen and Emil Ismalon based on the idea that data related to web user interactions with web contentWeb content
Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations....
(sometimes referred to as passive filtering) could be used to improve search relevance
Relevance (information retrieval)
In information science and information retrieval, relevance denotes how well a retrieved document or set of documents meets the information need of the user.-Types:...
, as an alternative to the historical emphasis on link analysis
Link Analysis
In network theory, link analysis is a data-analysis technique used to evaluate relationships between nodes. Relationships may be identified among various types of nodes , including organizations, people and transactions...
or explicit user feedback systems. The company was officially launched in November 2006.
Technology Focus
Collarity's technology is focused in the area of collaborative filteringCollaborative filtering
Collaborative filtering is the process of filtering for information or patterns using techniques involving collaboration among multiple agents, viewpoints, data sources, etc. Applications of collaborative filtering typically involve very large data sets...
attempting to leverage anonymous implicit web user data (e.g., articles/videos searched on or clicked), as opposed to explicit metadata
Metadata
The term metadata is an ambiguous term which is used for two fundamentally different concepts . Although the expression "data about data" is often used, it does not apply to both in the same way. Structural metadata, the design and specification of data structures, cannot be about data, because at...
such as tagging
Tag (metadata)
In online computer systems terminology, a tag is a non-hierarchical keyword or term assigned to a piece of information . This kind of metadata helps describe an item and allows it to be found again by browsing or searching...
or rating, with the goal of creating an information value hierarchy. The intent is for this base of behavioral knowledge to ultimately make specific information more findable for specific online audience segments.
The technology is related to currently popular notions of The Wisdom of Crowds
The Wisdom of Crowds
The Wisdom of Crowds: Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations, published in 2004, is a book written by James Surowiecki about the aggregation of information in groups, resulting in decisions that, he argues, are often better...
, "harnessing collective intelligence
Collective intelligence
Collective intelligence is a shared or group intelligence that emerges from the collaboration and competition of many individuals and appears in consensus decision making in bacteria, animals, humans and computer networks....
" (a core tenet of Tim O'Reilly's
Tim O'Reilly
Tim O'Reilly is the founder of O'Reilly Media and a supporter of the free software and open source movements.-Life and career:...
original Web 2.0
Web 2.0
The term Web 2.0 is associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web...
definition), and "the database of intentions" (a phrase coined by John Battelle
John Battelle
John Linwood Battelle is a journalist as well as founder and chairman of Federated Media Publishing. He is a visiting professor of journalism at the University of California, Berkeley and also maintains Searchblog, a weblog covering search, technology, and media.Battelle is one of the original...
in his book ). Collarity's technology development has been mentioned in several search innovation articles and has been highlighted in others.
In July 13, 2010, the United States Patent and Trademark Office issued to Collarity a U.S. Patent No. 7,756,855, entitled “SEARCH PHRASE REFINEMENT BY SEARCH TERM REPLACEMENT”
http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.htm&r=1&f=G&l=50&s1=7,756,855.PN.&OS=PN/7,756,855&RS=PN/7,756,855
Products
Collarity delivers what they call an audience engagementEngagement (marketing)
Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience....
platform enabling web publishers to guide their web visitors to relevant content based on the historical content consumption patterns of previous site customer segments. The platform also enables web publishers to dynamically target advertising based on how specific site segments have responded to ads in the past.
See also
- Collaborative FilteringCollaborative filteringCollaborative filtering is the process of filtering for information or patterns using techniques involving collaboration among multiple agents, viewpoints, data sources, etc. Applications of collaborative filtering typically involve very large data sets...
- Collective IntelligenceCollective intelligenceCollective intelligence is a shared or group intelligence that emerges from the collaboration and competition of many individuals and appears in consensus decision making in bacteria, animals, humans and computer networks....
- Implicit WebImplicit WebThe Implicit Web is a concept coined in 2007 to denote web sites which specialize in the synthesis of personal information gleaned from the Internet into a single, coherent picture of user behavior. Implicit data may include clickstream information, media consumption habits, location tracking or...
- PersonalizationPersonalizationPersonalization involves using technology to accommodate the differences between individuals. Once confined mainly to the Web, it is increasingly becoming a factor in education, health care Personalization involves using technology to accommodate the differences between individuals. Once confined...
- Personalized marketingPersonalized marketingPersonalized marketing is an extreme form of product differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.-Internet marketing:Personalized marketing had been most practical...
- Recommendation systemRecommendation systemRecommender systems, recommendation systems, recommendation engines, recommendation frameworks, recommendation platforms or simply recommender form or work from a specific type of information filtering system technique that attempts to recommend information items Recommender systems, recommendation...
- Social SearchSocial searchSocial search or a social search engine is a type of web search that takes into account the Social Graph of the person initiating the search query...