crystal semantics
DESCRIPTION
Introducing Crystal Semantics, the worlds first Sense Engine. Designed to enable ads to be placed in true context, this technology is driving a substantial number of ad campaignsTRANSCRIPT
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 [email protected]
The semantic revolution33
© 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.