zveloDB™ is the market’s premium URL database and web classification service, providing best-in-class accuracy and coverage. The zveloDB supports nearly 500 topic-based, malicious, phishing, objectionable and sensitive categories, powering the world’s leading Web and DNS Filtering, Endpoint Security, Brand Safety, Contextual Targeting, Subscriber Analytics, and other applications.

More Relevancy for Ad Targeting with Greater Granularity

zvelo once offered 53 categories that were used to classify content on websites about Businesses & Services, Politics & Law, Portal Sites and others. This was later raised to 141 categories to help cover even more topics. The latest version boasts nearly 500 categories, making it one of the most granular categorization sets in the industry. We’ve managed to upgrade our categorization systems to better serve the needs of our existing and future technology partners and following is one example why this matters.

Full Path URL Content Classification

Given the dynamic nature of the majority of today’s websites, categorization at the full path URL versus the base domain is superior and now required. Parts of a website include the top-level domain (.com, .org, etc.), the base domain (example.com), sub-domain (subdomain.example.com) or sub-path (example.com/page). When categorizing content, it is highly important to recognize exactly what is being classified within a website because content can differ dramatically across full path URLs.

Website categorization and URL Parameters

What is a URL parameter? Quite simply it is a string of characters, or a query string, that is appended to a URL that contains data. This data is passed to predefined web applications to find the appropriate content and return it back to the user’s web browser which then generates the entire web page. The query string can also be used for various other methods such as identifying a user’s session or using it as a way to look up information about your online bank account after you have logged in. URLs with parameters are used by various types of web sites however online shopping, auction, and banking type sites are probably the most prevalent.

Using Keyword Density for Website Categorization

Manually classifying the content on a single web page takes but a few seconds to accomplish. Analyzing the keywords – words or phrases – used and the number of instances of each – keyword density – is one way to go about it. When needing to classify the content on billions of web pages at a time, however, the task becomes overwhelmingly daunting for any human eye to handle. In this scenario, only an automated content classification engine can succeed.

Content categorization Quality Assurance at zvelo

How does zvelo provide the most accurate content categorization service and the best URL database available? The approach is two-fold and while a substantial chunk of the workload is handled by zvelo’s line-up of machine learning and artificial intelligence-based categorization processes and systems, the quality assurance and other daily efforts put forth by its human Web Analysts can never be discounted.

Content Categorization of a Dynamic Website

Static HTML websites are becoming increasingly rare, and nowadays sites pack quite the punch. We’ve grown accustomed to photo and video slideshows, widgets, feeds, social network integrations, and other dynamic elements. Websites come overloaded with media, are more interactive, and the content can vary dramatically from page-to-page and can differ even more between end-users or browsing sessions. Much of the content is pulled in dynamically from external sources and most of us fuel the Internet’s growth by creating and uploading content of our own daily and at extremely high upload rates. Making sense of it all can be quite the challenge for technology vendors “needing to know” and following are insights into zvelo’s content categorization approach.

Ad Blocking Drives Need for Contextual Targeting

Ad blocking has gained wide consumer acceptance over the past couple of years and a PageFair report suggests it could be costing web-based businesses hundreds of thousands of dollars in lost advertising revenue. In some instances, ad blocking negatively impacted a select number of websites so much they are no longer online. With the use of ad blocking software on the rise, there exists a significant requirement by the ad-tech market to make the most of those actual ad placements that make the cut. In other words, it’s more important than ever for ad units to be in-context with content on web pages, no matter how deep within a website the placements land.

Spam Web Page Trends: Lifestyle and Social Top The List

In early 2013, zvelo deployed a new approach to detect spam web pages. These web pages have little value and consist mostly of meaningless content and links, sometimes objectionable in nature, or worse yet they can be used to host and spread malware. Spam web pages continue to sprout online and following are some interesting trends about the types of web content spammers are targeting, which zveloLABS has mapped out.

Spam Web Page Detection – a New Approach

Web spam is the bombardment of mostly unsolicited advertising messages or links sent across a wide array of media, including social networking websites, instant messaging applications, online newsgroups or forums, mobile phones, and blogs. Web spam has even been found stuffed within the results pages of popular search engines like Google. While the majority of web spam is benign, certain campaigns are tied to particular types of web pages disguised to contain valuable information. In actuality, these spam web pages are often littered with irrelevant and meaningless content, sometimes inappropriate in nature, or worse yet they can be used to host and spread malware.