Simpli
Encyclopedia
Simpli was an early search engine
that offered disambiguation to search
terms. A user could enter in a search term that was ambiguous (e.g., Java) and the search engine would return a list of alternatives (coffee, programming language, island in the South Seas).
The technology
was rooted in brain science and built by academics to model the way in which the mind stored and utilized language. The early technology was derived heavily from WordNet
, which was invented by George A. Miller at Princeton University
. George Miller was an advisory Board member to Simpli.
Simpli was founded by a number of graduate students, post-doctoral fellows, and professors meeting in the Department of Cognitive and Linguistic Sciences at Brown University
. Graduate students included the CEO Jeff Stibel
, David Landan, and John Santini. Post-docs included Andrew Duchon and Paul Allopenna. Professors included James A. Anderson
and Steve Reiss from Brown University, Dan Ariely
from the MIT Sloan School of Management
and George Miller from Princeton.
Simpli was sold in 2000 to NetZero
. Another company that leveraged the Simpli WordNet technology was purchased by Google
and they continue to use the technology for search and advertising
under the brand Google Adsense
.
In 2001, there was a buyout
of the company and it was merged with another company called Search123. Most of the original members joined the new company. The company was later sold in 2004 to ValueClick
, which continues to use the technology and search engine to this day.
Search engine
A search engine is an information retrieval system designed to help find information stored on a computer system. The search results are usually presented in a list and are commonly called hits. Search engines help to minimize the time required to find information and the amount of information...
that offered disambiguation to search
Search engine technology
Modern web search engines are complex software systems using the technology that has evolved over the years. There are several categories of search engine software: Web search engines , database or structured data search engines , and mixed search engines or enterprise search...
terms. A user could enter in a search term that was ambiguous (e.g., Java) and the search engine would return a list of alternatives (coffee, programming language, island in the South Seas).
The technology
Technology
Technology is the making, usage, and knowledge of tools, machines, techniques, crafts, systems or methods of organization in order to solve a problem or perform a specific function. It can also refer to the collection of such tools, machinery, and procedures. The word technology comes ;...
was rooted in brain science and built by academics to model the way in which the mind stored and utilized language. The early technology was derived heavily from WordNet
WordNet
WordNet is a lexical database for the English language. It groups English words into sets of synonyms called synsets, provides short, general definitions, and records the various semantic relations between these synonym sets...
, which was invented by George A. Miller at Princeton University
Princeton University
Princeton University is a private research university located in Princeton, New Jersey, United States. The school is one of the eight universities of the Ivy League, and is one of the nine Colonial Colleges founded before the American Revolution....
. George Miller was an advisory Board member to Simpli.
Simpli was founded by a number of graduate students, post-doctoral fellows, and professors meeting in the Department of Cognitive and Linguistic Sciences at Brown University
Brown University
Brown University is a private, Ivy League university located in Providence, Rhode Island, United States. Founded in 1764 prior to American independence from the British Empire as the College in the English Colony of Rhode Island and Providence Plantations early in the reign of King George III ,...
. Graduate students included the CEO Jeff Stibel
Jeff Stibel
Jeffrey M. Stibel is an entrepreneur, having started numerous technology and marketing companies. At age 32, he became one of the youngest public company CEOs in America and opened the NASDAQ stock market on June 15, 2007. He is also a brain scientist and published author.- Business :Stibel is...
, David Landan, and John Santini. Post-docs included Andrew Duchon and Paul Allopenna. Professors included James A. Anderson
James A. Anderson
James A. Anderson is a Professor of Cognitive Science and Brain Science at Brown University. His multi-disciplinary background includes expertise in psychology, biology, physics, neuroscience and computer science. Anderson received his Ph.D...
and Steve Reiss from Brown University, Dan Ariely
Dan Ariely
Dan Ariely is an Israeli American professor of psychology and behavioral economics. He teaches at Duke University and is the founder of The Center for Advanced Hindsight.-Biography:...
from the MIT Sloan School of Management
MIT Sloan School of Management
The MIT Sloan School of Management is the business school of the Massachusetts Institute of Technology, in Cambridge, Massachusetts....
and George Miller from Princeton.
Simpli was sold in 2000 to NetZero
NetZero
NetZero is an Internet service provider based in Woodland Hills, Los Angeles, California. It is a subsidiary of United Online, owner of Juno Online Services and BlueLight Internet Services. The current chairman, president, and CEO of United Online is Mark Goldston.- History :NetZero launched in...
. Another company that leveraged the Simpli WordNet technology was purchased by Google
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
and they continue to use the technology for search and advertising
Advertising
Advertising 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...
under the brand Google Adsense
AdSense
Google AdSense which is a program run by Google Inc. allows publishers in the Google Network of content sites to automatically serve text, image, video, and rich media adverts that are targeted to site content and audience. These adverts are administered, sorted, and maintained by Google, and they...
.
In 2001, there was a buyout
Buyout
A buyout, in finance, is an investment transaction by which the ownership equity of a company, or a majority share of the stock of the company is acquired. The acquiror thereby "buys out" control of the target company....
of the company and it was merged with another company called Search123. Most of the original members joined the new company. The company was later sold in 2004 to ValueClick
ValueClick
ValueClick is a Westlake Village, CA-based online advertising company, which provides online advertising campaigns and programs for advertisers and advertising agency customers in the United States and internationally....
, which continues to use the technology and search engine to this day.