Crystal Semantics Integrates its Multilingual Semantic Targeting and Brand Safety Controls into AppNexus

NEW YORK and LONDON, May 11, 2011 /PRNewswire/ -- Crystal Semantics, the pioneer in semantic advertising solutions, today announced deployment of its leading semantic targeting technology within AppNexus, the real-time advertising platform used by ad networks, demand-side platforms, and other leading online advertising companies.

The co-operation enables clients of the AppNexus platform to target campaign relevant content by selecting from Crystal Semantics 3800+ semantic categories to optimize their display advertising campaigns. The addition of this data assists platform users to make a more informed decision about context when bidding on impressions within the platform. Additionally, users will be able to utilize Crystal's brand safety categories to identify content which may compromise or damage brand values, a capability which enhances AppNexus' industry-leading brand safety controls. The functionality is currently available across 12 languages.

"Context still matters to link the target audience to their environment," said Crystal Semantics co-founder and Managing Director Ian Saunders. "By deploying on the AppNexus platform, Crystal Semantics empowers users to select the content that is both relevant and brand safe. Our semantic data provides buyers with the ability to target specific contexts across a range of languages and avoid impressions that may be inappropriate either through being irrelevant or because the content is objectionable. With Crystal Semantics data available on the AppNexus platform, all buyers now have access to a solution that offers better visibility, enhanced performance, increased profitability while offering peace of mind."

Innovators within the online advertising ecosystem are seeking to collate more and more data points to bring about performance increases throughout the entire process from planning, through delivery to in flight optimization and post campaign analytics. Crystal Semantics' unique and patented solution provides real time insight into the content and with a methodology that does not compromise the privacy of the individual.

"Crystal Semantics offers the industry's most comprehensive multilingual capabilities--critical for global clients who operate across borders," said Mike Nolet, CTO, AppNexus. "Few have solved this technical challenge at scale and we're excited to offer our customers this great technology to help maximize return on their campaigns."

About Crystal Semantics

Crystal Semantics, is a leading innovator in the field of semantic advertising. The company developed SenseEngine™ delivers significantly more accurate and powerful analysis of the context of webpages. By applying human "senses" and concepts that current Natural Language Processing systems, algorithms, semantic systems and other statistical techniques cannot match, SenseEngine 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, enabling exchanges, networks, agencies and publisher to reap the benefits of relevance and improve monetization.

The Crystal Semantics suite of products offers content categorization and page level brand protection, enabling controversial content to be identified and for ad impressions to be suppressed from appearing alongside such content.

Every day, Crystal Semantics is currently indexing billions of impressions across 12 languages to provide real time data services to platforms and services in the emerging online advertising ecosystem.

Crystal Semantics is a subsidiary of the publicly quoted, ad pepper media group and was founded in April 2001 by Ian Saunders and Professor David Crystal, a world authority in linguistics. The company has offices in New York and London.

For more information on the company, please visit http://www.crystalsemantics.com.

SOURCE Crystal Semantics