TripleLift and 24/7 Media are among the companies trying to broaden ad targeting beyond text to images, which may take up as much as half of online real estate. Separately, Luminate is partnering with Getty Images and others to connect images with relevant text. "Identifying a Starbucks logo can be done with software because it's a predictable, recognizable set of pixels. If ... [you] want to market a shampoo product when someone's looking at a photo of a woman with highlighted hair, that requires more finesse," says Luminate's Chas Edwards.

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