Semantics - the idea of extracting meaning by analyzing words - is still being much considered to improve search, and soon the art of delivering the right advertisement. This article lays out many of the basics.
Today, a search engine (Bing is given as an example), can interpret our query and deliver a suite of information on travel queries such as a hotel.
"To achieve that vision, producers of content needed to add metadata to information resources. It was critical that data standards and ontologies—that is, formalized vocabularies of terms—were agreed upon so that anyone putting data onto the web could agree that “revenue” in one database was the same as “revenue” in another. There are a number of techniques for doing this, and the applicability of each depends on the complexity and flexibility required by a specific application."
Article gives several current examples and names products and companies.
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