Google is taking us towards semantic search. Though right now it improves only the related searches, the aim is to move beyond keywords and understand meaning of a question. While semantic search is an ongoing development, I cannot help but wonder if this will also bring improvements to the advertising world. I hate to see a Microsoft Windows advertisement served along with an article that has been criticizing it. Though the keywords Microsoft and Windows are there, the article’s context is exactly the opposite of what the ad is being served for. As a user who thinks that advertisements can be useful, I hope that the semantic search will bring semantic ads along with it.