crystal semantics

Introduction to Crystal Semantics

Crystal Semantics

Leading semantic technology developer

Founded in 2001 by Ian Saunders & Professor David Crystal OBE, world authority in language.

Leveraging a 10 year language project, one of the largest ever undertaken.

Launched 1st semantic advertising technology in 2004

Acquired by ad pepper media International in March 2006

Core competencies

• Linguistics

• Taxonomy development

• Indexation

• Technology application

• Word Sense Disambiguation

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Word Sense Disambiguation

ORANGE

27 alternative meanings & counting

What is the Sense Engine?

Sense Engine – a semantic classification technology based on one of the largest language science projects ever undertaken.

Determines the semantic relationship

between words and the context in which

they occur.

Patented in UK (98) and US (99)

Sense Engine™ is the result of 10 years R &

D, is absolutely unique and without equal.

Unlike existing contextual technologies that

are algorithmic and keyword based, Sense

Engine derives its strength from a unique

combination of:-

Sense Engine taxonomy development

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• All words & phrases gathered and weighted

• Lexemes ranked in order of contextual distinctiveness

• Lexemes made to compete with each other to decide context

• Cumulative effect determines category rank

Word Sense Disambiguation

Fruit

Colour Mountain

Bikes

MobileTelecom

Texas Louisiana Provence Hi-FiEquipment

SouthAfrica

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Sense Engine categorises content to match the true context of each webpage to any one of 3,500+ content categories

30 Top Categories

3,500 Bottom Categories

300 Middle Categories

› Computer› Entertainment› Employment› Food & Drinks› Finance› Hobbies› Fashion› Fitness

› Real Estate› Business› Shopping› Sport› Travel› Destinations› Automobile› Gaming

› Politics› Home & Garden› Electronics› Law› Health› Animals› Dating › News

e.g. Health – Medical treatment – Pulmonary Diseases

e.g. Health – Medical treatment

Sense Engine taxonomy coverage

Sense Engine workflow

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Matching words & weights determine relevance. Results are ranked in order.

2 Ranking

Sense Engine

Algorithm

Taxonomy

RESULT

FNMH

Each word extracted from webpage is compared to taxonomy

Analysis1

Categorisation Result1. Wine holidays 219.832. Piedmont, Italy 197.713. Italy 185.94

Semantic Advertising Technology

How can I use Sense Engine?

Ad Targetin

g

Brand Protection

Campaign Optimization Profile Enrichm

ent

Sense Engine

How can I use Sense Engine?

Ad Targetin

g

Brand Protection

Campaign Optimization Profile Enrichm

ent

Sense Engine

Sense Engine example placement

Utility provider Powergen requested to appear on content about the subject of ‘Protection of the environment’

1. Protection of the environment 2. Environmental processes 3. Environmental Politics

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Sense Engine example placement

Food producer, Kraft Foods wished to target Cooking & Healthy Living1. Nutrition and health 2. Diet and health 3. Low fat cooking

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Sense Engine example placement

1616

Airline jetBlue wished to target a Travel & Leisure Audience

1. Travel planning and journeys 2. Surfing and windsurfing holidays 3. Walking and trekking holidays

How can I use Sense Engine?

Ad Targetin

g

Brand Safety

Campaign Optimization Profile Enrichm

ent

Sense Engine

The world's first Semantic brand protection technology,

identifying controversial content to prevent ad

misplacements.

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About SiteScreen

Each webpage is

semantically analyzed to

identify potentially

objectionable content in any

of the following 18

categories:

Alcohol Accidents & Disasters Adult & Nudity Civil Unrest Drugs Economic Issues Environmental Issues Extreme View Gambling Health Issues File Sharing Social & Political Issues Swearing Terrorism Tobacco Unrest Conflicts & wars Violence & Crime Weapons

Alcohol X Accidents & DisastersAdult & Nudity Civil UnrestDrugs

P2P Social & Political Issues Swearing Terrorism Tobacco

Economic Issues Environmental Issues Extreme View Gambling Health Issues

Unrest Conflicts & wars Violence & Crime Weapons

S ITESCREEN PROTECTED

SiteScreen Protection Example

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How can I use Sense Engine?

Ad Targetin

g

Brand Protection

Campaign Optimization Profile Enrichm

ent

SenseEngine

Optimisation by category

presentation title22

Segment campaigns by category

Identify target rich categories by performance or other metric

Remove non performing categories from campaign selection

Link to other data to provide deep visualisation of campaign

Establish baseline for similar campaigns at category level

Target media buys to meet specific best performing criteria

Optimisation by category- visualisation

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High user involvement categories:

CTR per week

Low user involvement categories:

Law courts 0,04 %

Personal hygiene 0,04 %

Clothing in general 0,05 %

Computer Software 0,05 %

Ad Impression per category

TV Entertainment 0,72 %

Telecommunication 0,51 %

Literature 0,50 %

Activities 0,41 %

Music 0,38 %

Celebrities 0,34 %

How can I use Sense Engine?

Ad Targetin

g

Brand Protection

Campaign Optimization Profile Enrichm

ent

SenseEngine

Enhancing behavioral profiles

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Enhances current simplistic content analysis

Enables more granular data to add to profile

Creates actionable information

Allows for better visualisation of profiles

Profile selections have better definition

Creates individual high value micro-clusters

Male

18 -35

High income earner

Homeowner

Interests:

Travel

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Enhancing behavioural profiles

Sense Engine enabled

Male

18-35

High income earner

Homeowner

Interests

Travel to Jamaica

Hotels in Jamaica

Flights

Car hire

Montego Bay, Jamaica

Traditional targeting

Implementation of Sense Engine

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How can I integrate the Sense Engine?

TAG

•Appends to existing campaign tags

•Can be used on self or managed service basis

PIXEL

•Enables rapid deployment of technology

•Placed onto your partner’s inventory

API

•Enables seamless integration with your systems

•Easy to set up

API

Post a URL to our classifier, it will return the following information about the page:

• Timestamp – useful for re-classification

• Status – success code

• Caching – enable our cache

• Languages identified

• Sense Engine categories

• SiteScreen values

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classification:version=3.0.0;classi

fied=2010-04-

20T12:16:48+00:00;

status:error_code=0;error_messa

ge=;allow_cache=1;

languages:en=97.98;sv=1.01;es=

0.25;it=0.25;de=0.25;fr=0.25;

categories:TV TGN;TV TFL;TV TFL

TFLR;CT PSC SCVT;TR TRR;TR TRR

TRRV;TD EUR;TD EUR ICEL;TD EUR

ICEL CLNYK;TV TTM TTPH;

sitescreen:adu=1;alc=1;bad=1;ci

v=1;dis=4;dru=1;eco=1;env=1;ex

t=1;fil=1;gam=1;hea=1;soc=1;ter

=1;tob=1;unr=1;vio=1;wea=1;

How scaleable is the platform?

Performance

•>5ms page classification

•Handling billions of requests

Privacy

•No cookies

•Dedicated data storage

•Firewalled from media

operations

Private cloud

•24/7 monitoring

•Disaster Recovery plan in

place

What languages are covered?

Completed

English (US, UK & AU variants)

German

Dutch

Danish

French

Currently in development

Swedish

Italian

Spanish

www.crystalsemantics.com

Thank you for your interest!

Ian SaundersManaging Director

Phone: +44 (0) 207 269 1200ian.saunders@crystalsemantics.com

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© 2010 Crystal Semantics Limited.

The information contained herein is subject to change and may be rendered inaccurate for many reasons, including, but not limited to product and service changes, new service and/or product releases, product differences between differing manufacturers, software and hardware changes, or the like. ad pepper media assumes no obligation to update or otherwise correct or revise this information. However, ad pepper media reserves the right to revise this information and to make changes from time to time to the content hereof without obligation of Crystal Semantics to notify any person of such revisions or changes.

Crystal Semantics makes no representations or warranties with respect to the contents hereof and assumes no responsibility for any inaccuracies, errors or omissions that may appear in this information.

Crystal Semantics specifically disclaims any implied warranties of merchant ability or fitness for any particular purpose. In no event will ad pepper be liable to any person for any direct, indirect, special or other consequential damages arising from the use of any information contained herein or for the performance or operation of any person, including, without limitation, any lost profits, business interruption, damage to or destruction of property, or loss of programs or other data, even if ad pepper media is expressly advised of the possibility of such damages.