AdaptiveBlue
Semantic Technologies
Alex Iskold
Founder/CEO AdaptiveBlue
http://getglue.com

Agenda
About AdaptiveBlue

AdaptiveBlue’s Approach to Semantics

Glue: The Network of People and Things

AdaptiveBlue Technology Stack

AB Meta


About AdaptiveBlue
 Founded in 2006, based in New York
 Funded by USV and RRE
 Focuses on enhancing browsing experience
 Launched BlueOrganizer and Glue add-ons for
Firefox and SmartLinks Widgets for blogs

\"It's not the documents, it is
the THINGS they are about
which are important\"
Tim Bernes-Lee

AdaptiveBlue’s Approach
to Semantics
1. Focus on What Exists: Leverage information
in HTML & use web service APIs.
2. Focus on Nouns: Make computers recognizes
Books, Music, Movies & other everyday things.
3. Focus on Users: Make the browsing
experience better right now.

AdaptiveBlue Technologies
Recognize Everyday Things

in PAGES, LINKS and TEXT…
A page about a book A text containing an address
A link is pointing to a stock

We Create Common Identify
For Things Across the Web

From Web of Pages to the Web of Things
+
+
Blogosphere Media Sites Retail Sites

Get Glue. The Network That
Sticks With You.
http://getglue.com

What is Glue?
Glue is a contextual network that uses
semantic technology to automatically
connect people around everyday things -
books, music, movies, stars, artists,
stocks, wine, restaurants and more.

1. Contextual: Glue is distributed and appears
when it makes sense on popular sites.
2. Automatic: Users participate in Glue just by
browsing their favorite sites.
3. Simple: Glue removes the friction involved
in networking - the network comes to you.

Glue Demo

Semantic Technology Stack
Concept Definition
Server-based XML schemas for things (nouns):
books, music, movies, stocks, wines, recipes, etc.
Identity Algorithms
Correlation of the same thing from different pages across the web.
Recognition Algorithms
Recognition of things in Pages, Links and Text
Action Definitions
Server-based XML schemas for actions (verbs):
What can be done with this thing around the web?

Semantic Technology Stack:
Concept Definitions
1. XML-based: A schema file resides on the
server for each type.
2. Data Composition: Each type has attributes
(i.e. book has author, etc.)
3. Extensible: New types can be plugged into
the engine dynamically.

Semantic Technology Stack:
Identity Algorithms
1. Key-based: Each object in the system has
unique key, depending on its type:
books/kite_runner/khaled_hosseini
2. Attribute-based: Keys are based on the
combination of attributes (i.e. title/author)
3. Normalized: Multiple transformations and
validations are applied to raw text to
generate the keys.

Semantic Technology Stack:
Recognition Algorithms
1. Extraction: First phase of the recognition is
based on processing elements of the page:
XML-based framework for parsing DOM used
both by Java backend and JavaScript client.
2. Cleaning: Second phase of the recognition is
asynchronous query of multiple web services/API.
For books we query Amazon, for movies Netflix,
etc. and then normalize and merge results.
3. Caching: Clean objects are cached. Misses/false-
positives are patched manually.

ABMeta.org
RDFa-based format for
declaring objects in pages

AB Meta: Example

AB Meta
Object-centric: Focuses on everyday things that we

encounter around the web
Lightweight: No complex markup, can work without

changes to the body of the document
Intuitive: The names of things and attributes are in

plain English
Efficient: The meta headers are easy to get to without

parsing entire HTML page
Extensible: Additional attributes and concepts are

easy to add

Discount Code: ST9ADP
http://www.semantic-conference.com/

http://getglue.com
http://abmeta.org
http://twitter/alexiskold
Alex.Iskold@gmail.com