SiteScreen
Encyclopedia
SiteScreen is an online semantic advertising
technology, developed by Crystal Semantics Limited, an UK-based developer of semantic technology for use by online media companies. 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. Since October 2010, the leading Nordic ad serving
provider Emediate
has been in charge of sales, support and marketing of SiteScreen. Headquartered in Copenhagen, Denmark, Emediate has offices in Sweden and the UK as well as resellers in Norway, Finland, Germany, Italy, Benelux and Brazil. Emediate and Crystal Semantics are both subsidiaries of ad pepper media International N.V., a publicly quoted international online advertising marketing company with 16 offices in eight European countries and the USA.
SiteScreen applies the principles of semantics
to online advertising
with solutions to block the placement of advertisements alongside internet content that could be seen as being controversial and therefore brand damaging.
The system analyses individual web pages, identifies undesirable content and prevents the placement of online advertising
on unsuitable web pages. Undesirable environments can be found on small websites as well as high-coverage brand websites, e.g. a report on an accident on a news website, a negative travel report or a blog article.
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, developed by Crystal Semantics Limited, an UK-based developer of semantic technology for use by online media companies. 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. Since October 2010, the leading Nordic ad serving
Ad serving
Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different...
provider Emediate
Emediate
Emediate ApS is a Danish based software company providing their Ad Serving Solution, EmediateAd, to publishers and websites.Emediate is headquartered in Copenhagen, Denmark and has an office in Stockholm, Sweden...
has been in charge of sales, support and marketing of SiteScreen. Headquartered in Copenhagen, Denmark, Emediate has offices in Sweden and the UK as well as resellers in Norway, Finland, Germany, Italy, Benelux and Brazil. Emediate and Crystal Semantics are both subsidiaries of ad pepper media International N.V., a publicly quoted international online advertising marketing company with 16 offices in eight European countries and the USA.
SiteScreen 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...
with solutions to block the placement of advertisements alongside internet content that could be seen as being controversial and therefore brand damaging.
About SiteScreen
SiteScreen filters out objectionable placements for brands – in the network, in channels and also within individual websites. As an intelligent, language-based filtering system, SiteScreen enables advertisers to exclude advertising contexts with which they do not wish their campaign to be associated. For this advertisers can choose various content themes or “categories”, like “Adult content & Nudity” or “Accidents & Disasters”.The system analyses individual web pages, identifies undesirable content and prevents the placement of 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...
on unsuitable web pages. Undesirable environments can be found on small websites as well as high-coverage brand websites, e.g. a report on an accident on a news website, a negative travel report or a blog article.
The Technology - How SiteScreen works
The content themes chosen by the advertisers are the basis for the configuration of a SiteScreen campaign. This configuration is then built into custom SiteScreen campaign tags that can be trafficked in adservers as standard campaign tags. These tags enable the SiteSceen semantic technology to analyze webpages when a user visits them. This automated process takes a few milliseconds. In that time, the content has been analyzed and a result obtained. The result is then passed to the SiteScreen adserver to determine if the ad campaign should be delivered or if it should be blocked and an alternative ad served.Categories
Themes that can be blocked at webpage level- Accidents & Disasters
- Adult content & Nudity
- AlcoholAlcoholIn chemistry, an alcohol is an organic compound in which the hydroxy functional group is bound to a carbon atom. In particular, this carbon center should be saturated, having single bonds to three other atoms....
- Civil Unrest, Conflicts & WarWarWar is a state of organized, armed, and often prolonged conflict carried on between states, nations, or other parties typified by extreme aggression, social disruption, and usually high mortality. War should be understood as an actual, intentional and widespread armed conflict between political...
s - DrugsDRUGSDestroy Rebuild Until God Shows are an American post-hardcore band formed in 2010. They released their debut self-titled album on February 22, 2011.- Formation :...
- Economic Issues
- EnvironmentalEnvironmental qualityEnvironmental quality is a set of properties and characteristics of the environment, either generalized or local, as they impinge on human beings and other organisms...
Issues - Extreme views, incl. all forms of ExtremismExtremismExtremism is any ideology or political act far outside the perceived political center of a society; or otherwise claimed to violate common moral standards...
- File sharingFile sharingFile sharing is the practice of distributing or providing access to digitally stored information, such as computer programs, multimedia , documents, or electronic books. It may be implemented through a variety of ways...
/ Peer to Peer - GamblingGamblingGambling is the wagering of money or something of material value on an event with an uncertain outcome with the primary intent of winning additional money and/or material goods...
- Health Issues
- Social & Political Issues
- Swearing
- TerrorismTerrorismTerrorism is the systematic use of terror, especially as a means of coercion. In the international community, however, terrorism has no universally agreed, legally binding, criminal law definition...
- Tobacco
- Violence & Crime
- Weapons
Awards
- Festival of Media Awards 2009: First place in the category "Communication Futures" for a semantic ad campaign via 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 place for the Technology behind iSense and SiteScreen - E-consultancy's Innovation in Affiliate Marketing Award 2008: First place in the category "Innovation in Online Advertising" for the SiteScreen network.
- IAB UK Award 2008 (Internet Advertising Bureau): "Digital Innovator of the Year" for the Technology behind iSense and SiteScreen(Link Internet Advertising Bureau)
Sources
- SiteScreen takes the ASP Route
- ad pepper media launches SiteScreen
- Latest developments in ad networks
- 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’