Content-Appropriate Ad Service Launch

International online advertising network ad pepper mediaunveiled SiteScreen on 27th September 2006, a revolutionary newadvertising technology developed by Crystal Semantics to stopadvertisements from being served alongside inappropriatecontent…

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Developed by Crystal Semantics, ‘Textonomy™ SiteScreen’ is fullyautomated and works alongside ad servers to check content beforean ad is served.

It marks the first time that an online ad network can accuratelycontrol where every ad is placed in real time and confidentlyprotect client brands.

An intelligent language-based filtering system, SiteScreenenables advertisers to select specific content categories toexclude from their campaigns. It works by analysing individualpages, identifying controversial content and blocking ad servingto inappropriate locations.*

Intelligent system anaylses page contents

Fully automated and pre-emptive, SiteScreen far exceeds currentindustry best-practice for ad serving, which is based onvoluntary codes and periodic manual checking of websites’overall content.

SiteScreen has been in development since December 2005. It isbased on the work of 40 world language experts, eight years ofresearch and investment to date of over US$8m.

Mark Nall, MD of ad pepper UK, said: “While we strongly supportall efforts to clean up ad delivery, the volume of inventoryhandled today is simply beyond human ability to police.”

System meets the challenge of advertising alongsideuser-generated content

“Until now, industry best practice has relied on self-regulationand basic level human checking that doesn't account for theconstantly updated content that characterises the internet,particularly the massive growth in user-generated content.SiteScreen sets the standard for others to follow.”

SiteScreen exclusively launches in October 2006 through adpepper UK and will be free to advertisers using the ad peppernetwork. SiteScreen is the first of a number of majortechnological advancements that ad pepper is preparing forlaunch.

Textnomy available in 11 languages

Ian Saunders, MD of Crystal Semantics said, “SiteScreen has beendeveloped to end ad placement alongside controversial orinappropriate content once and for all. We look forward torolling out more ground-breaking innovations that will shake upthe industry over the coming months.”

SiteScreen has been initially developed in 11 languages inpreparation for international roll-out.

Textonomy™ SiteScreen is currently available in eleven languagesincluding English, Danish, Dutch, Finnish, French, German,Italian, Norwegian, Portuguese, Spanish, Swedish &Turkish.

[* Controversial content genres, included in the Textonomy™SiteScreen process include: Alcohol, Drugs, Extreme sites(politics, race, religion), Gambling, Nudity, Filesharing, Adult(primarily sexual), Tobacco & Weapons.]

Discover what Crystal Semantics Co-Founder David Crystal hadto say about semantic search at the NMK eventNewDirections In Search on September 8th 2005.

About ad pepper media:
ad pepper media is an international digital media, directresponse, email marketing and affiliate marketing serviceprovider. It currently operates from 19 offices in 12 Europeancountries, the United States and Australia, from which itmarkets its services in more than 50 countries. ad pepper mediaenables advertisers to execute multi-channel advertisingcampaigns via its leading edge advertising technology platforms.Advertisers can reach their target audience via ad peppermedia’s network of more than 1 million small, medium andlarge-sized website publishers and affiliates generating over 4billion ad impressions per month as well as over 30 millionproprietary and list managed opt-in email profiles.

About Crystal Semantics:
Crystal Semantics has developed Textonomy, the first SenseEngine™ to deliver significantly more accurate and powerfulInternet search results. By applying human "senses"and concepts that current algorithms, semantic systems and otherstatistical techniques cannot match, Textonomy uniquely useshuman linguistic intuition, tapping into the semanticrelationships between words and the contexts in which theyoccur. The Textonomy suite of products includes solutions forsearch and navigation, e-commerce and contextual advertising.Based in Holyhead, UK, Crystal Semantics is a division ofCrystal Reference Systems Limited – an internet content andSearch Company. The company was founded in 2001 by ProfessorDavid Crystal, a world authority in linguistics, and managingdirector, Ian Saunders. It has provided online content for manymajor publishers including Penguin Books, Lexico LLc, A&ETelevision Networks and Webster Publishing and is one of thefastest growing online content publishers in Europe. CrystalReference Systems Limited is an ad pepper media group company.

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