Magnetic specializes in search retargeting, thus we really need to understand our users’ searches — it is our bread and butter. We need to recognize what a user’s search means in an understandable way for both humans and computers. This is why we map each search to a category (e.g. “Automotive”), brand (e.g. “BMW”), or other intent data. Our keyword categorization service and Search Keyword Intent Predictor (SKIP) is our core technology which addresses this need.