Isense
Encyclopedia
iSense is an online semantic advertising
technology which applies the principles of semantics
to online advertising
.
iSense was developed by Crystal Semantics Ltd. in London with research and development facilities in Copenhagen & Holyhead. The company was founded in 2001 by Ian Saunders and Professor David Crystal
O.B.E, a world authority on language and the author of over 150 books on the subject of linguistics. It maintains a research center that focuses on semantic technology, web content classification and the development of new capabilities in the fields of advertiser brand protection, page sentiment analysis
and content monetization.
The company is a wholly owned subsidiary of ad pepper media International N.V., a publicly quoted international online advertising marketer with 16 offices in eight European countries and the USA.
iSense is automatically analysing the visual text of every web page to find out, what the content of the web page is about and in what context this occurs. This process takes a few milliseconds before a result is obtained. This result is then passed back to the client to determine if the context matches that of the ad campaign and the decision is taken by the ad server if the ad(s) should be delivered.
The semantic technology of iSense contains two services for the advertisers:
and a team of 40 linguists and lexicographers. iSense is based upon a core ontology where Professor Crystal’s team have systematically assigned the semantic relationships between words and contexts in which they occur. Therefore iSense knows these relationships at a factual level and does not use statistical probability.
This process has been repeated across other languages and dialects and the same knowledge categories.
As every language changes over the time, new words are being created and new meanings and contexts emerge, the core taxonomy
is continually being updated and extended by a team of linguists in each available language (English, German, Dutch, French, Danish, Italian).
Semantic advertising
Semantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
technology which applies the principles of semantics
Semantics
Semantics is the study of meaning. It focuses on the relation between signifiers, such as words, phrases, signs and symbols, and what they stand for, their denotata....
to online advertising
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
.
iSense was developed by Crystal Semantics Ltd. in London with research and development facilities in Copenhagen & Holyhead. The company was founded in 2001 by Ian Saunders and Professor David Crystal
David Crystal
David Crystal OBE FLSW FBA is a linguist, academic and author.-Background and career:Crystal was born in Lisburn, Northern Ireland. He grew up in Holyhead, North Wales, and Liverpool, England where he attended St Mary's College from 1951....
O.B.E, a world authority on language and the author of over 150 books on the subject of linguistics. It maintains a research center that focuses on semantic technology, web content classification and the development of new capabilities in the fields of advertiser brand protection, page sentiment analysis
Sentiment analysis
Sentiment analysis or opinion mining refers to the application of natural language processing, computational linguistics, and text analytics to identify and extract subjective information in source materials....
and content monetization.
The company is a wholly owned subsidiary of ad pepper media International N.V., a publicly quoted international online advertising marketer with 16 offices in eight European countries and the USA.
Process
iSense operates by allowing advertisers to select the theme of the content upon which their campaign should be displayed. Each language is broken down into some 3,500 knowledge categories from which those categories are chosen that fit best to the advertising campaign in question. This process can be optimized during the ongoing campaign to be able to focus the campaign on the best performing categories.iSense is automatically analysing the visual text of every web page to find out, what the content of the web page is about and in what context this occurs. This process takes a few milliseconds before a result is obtained. This result is then passed back to the client to determine if the context matches that of the ad campaign and the decision is taken by the ad server if the ad(s) should be delivered.
The semantic technology of iSense contains two services for the advertisers:
- It can be used for delivering online-ads to relevant web pages and
- it is also possible to block the placement of ads next to web content that could damage the image of the advertised brand (e.g. by putting an ad for an airline next to a report about a plane crash).
Development
iSense is a patented technology and leverages a 10 year language project. It is the brainchild of Professor David CrystalDavid Crystal
David Crystal OBE FLSW FBA is a linguist, academic and author.-Background and career:Crystal was born in Lisburn, Northern Ireland. He grew up in Holyhead, North Wales, and Liverpool, England where he attended St Mary's College from 1951....
and a team of 40 linguists and lexicographers. iSense is based upon a core ontology where Professor Crystal’s team have systematically assigned the semantic relationships between words and contexts in which they occur. Therefore iSense knows these relationships at a factual level and does not use statistical probability.
This process has been repeated across other languages and dialects and the same knowledge categories.
As every language changes over the time, new words are being created and new meanings and contexts emerge, the core taxonomy
Taxonomy
Taxonomy is the science of identifying and naming species, and arranging them into a classification. The field of taxonomy, sometimes referred to as "biological taxonomy", revolves around the description and use of taxonomic units, known as taxa...
is continually being updated and extended by a team of linguists in each available language (English, German, Dutch, French, Danish, Italian).
Awards
- Festival of Media Awards 2009: first price in the category "Communication Futures" for an semantic advertising campaign within the iSense Network
- European Seal of e-ExcellenceEuropean Seal of e-ExcellenceThe European Seal of e-Excellence is a quality label that rewards outstanding performance in the marketing of innovation in the information & communication technologies , internet and digital media sectors. The Award is supported by numerous industry associations and clusters from all over the...
Award 2009: second price for the technology iSense
- In February 2008, iSense won the Internet Advertising Bureau 'Digital Innovator of the Year' award
- In December 2008, iSense won E-consultancy’s ‘Innovation in Online Advertising’ award
See also
- Semantic advertisingSemantic advertisingSemantic advertising applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure that the web page contains the...
- Semantic targetingSemantic targetingSemantic targeting is a technique enabling the delivery of targeted advertising for advertisements appearing on websites and is used by online publishers and advertisers to increase the effectiveness of their campaigns...
- advertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- SemanticsSemanticsSemantics is the study of meaning. It focuses on the relation between signifiers, such as words, phrases, signs and symbols, and what they stand for, their denotata....
- David CrystalDavid CrystalDavid Crystal OBE FLSW FBA is a linguist, academic and author.-Background and career:Crystal was born in Lisburn, Northern Ireland. He grew up in Holyhead, North Wales, and Liverpool, England where he attended St Mary's College from 1951....
External links
- Official Homepage
- Ad pepper media launches iSense
- ad pepper media launches iSense - an innovative semantic advertising technology suite
- (http://www.crystalsemantics.com/ Crystal Semantics Ltd.]
- Crystal Semantics Announces Launch of New Technology to End Placement of Ads Alongside Controversial Content
- Semantic Wave Hits Advertising: Part 2, Innovation
- Textonomy : Semantics Based ‘Sense Engine’