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Crystal Semantics to Focus on Licensing of its Semantic Advertising Technology.

Semantic advertising pioneer to license semantic classification and brand protection technology to ad agencies, publishers, ad serving technology, ad exchanges, and demand-side platforms

NEW YORK -- Crystal Semantics, a leading innovator in the field of semantic advertising, today announced that it will license its semantic advertising technology to ad agencies, publishers, ad networks, ad exchanges and demand-side platforms.

First to market with a semantic advertising solution in 2004 and acquired by ad pepper media in 2006, Crystal Semantics has been driving the development of ad pepper media's iSense Network, the world's first brand safe semantic ad network. The network opened a new ad targeting category beyond that of contextual and behavioral targeting. The technology currently manages campaigns with billions of impressions for some of the world's most well-known brands.

Previously only available to ad pepper media, Crystal Semantics will now license its patented Sense Engine[TM] (semantic classification) and SiteScreen[TM] ASP (semantic brand protection technology) to ad agencies, publishers, networks, ad exchanges and demand side platforms.

In contrast to other solutions that conduct simple keyword analysis, only scan top-level domains or make reference to databases of so-called "safe sites" Crystal Semantics carries out real-time page-level semantic analysis of each and every webpage. This method provides superior, precise and powerful ad targeting and brand protection functionality for marketers.

"We decided to change the focus of Crystal Semantics based upon market demand for our technology solutions and the resulting licensing opportunities," said Ian Saunders, Managing Director, Crystal Semantics. "Leveraging our core competency as a technology company, which is supported by a leading international ad network, Crystal Semantics can now provide leading-edge semantic classification and brand protection solutions backed by relevant knowledge and experience."

Saunders added, "The drive towards automation in online media requires greater intelligence about audience and the context in which that audience has been identified. Crystal Semantics is uniquely placed to meet the needs of agencies and advertisers, buy and sell-side platforms, ad serving providers, marketplaces and publishers."

"We recognized the market's need for superior forms of content analysis and brand protection technology and have decided to make the most of the opportunity by leveraging Crystal Semantics' technology beyond the confines of the ad pepper media network," said Ulrich Schmidt, Chairman and CEO for ad pepper media. "This move opens up tremendous opportunities for potential partners to dramatically increase their relevancy targeting, brand protection and behavioral profile enrichment capabilities through the deployment of Crystal's market-leading semantic advertising technologies."

Crystal Semantics' patented semantic technology is the result of more than 10 years of development and is the brain child of Professor David Crystal OBE, one of the world's leading linguists. The result of his work enables the Sense Engine to relate web content to its proprietary ontology and classify any webpage into one of more than 3,500 categories in any of nine languages. In addition, SiteScreen ASP enables the identification of potentially objectionable content in 18 core categories and the blocking of potentially brand damaging ad impressions, prior to delivery.

About Crystal Semantics

Crystal Semantics is a leading innovator in the field of semantic advertising. The company developed Sense Engine delivers significantly more accurate and powerful analysis of the context of webpages. By applying human "senses" and concepts that current algorithms, semantic systems and other statistical techniques cannot match, Sense Engine[TM] uniquely uses human linguistic intuition, tapping into the semantic relationships between words and the contexts in which they occur. This has resulted in the development of a comprehensive and proprietary ontology which is leveraged to provide a detailed and granular classification of webpage content. The Crystal Semantics suite of products includes SiteScreen[TM] ASP - a page level brand protection solution, enabling controversial content to be identified and for ad impressions to be suppressed from appearing alongside such content.

Based in London, Crystal Semantics is a wholly-owned subsidiary of the ad pepper media group and was founded in 2001 by Ian Saunders and Professor David Crystal, a world authority in linguistics.

For more information on the company, please visit

About ad pepper media

ad pepper media is one of the leading independent international online advertising marketers, ad networks, and digital marketing technology solution provider. With 15 branches throughout the U.S. and Europe, ad pepper media manages campaigns for thousands of national and international advertising clients in more than 50 countries worldwide. ad pepper media successfully sets itself apart with investment in the development of an extensive range of efficient proprietary marketing solutions such as the SiteScreen and iSense Networks, as well as in the areas of lead generation, affiliate marketing and ad serving. For more information on the company, group companies and solutions, please visit
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Publication:Business Wire
Geographic Code:1U2NY
Date:Jun 21, 2010
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