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 campaigns

1. Introduction to Crystal Semantics

2. Crystal Semantics

4. Taxonomy development

5. Indexation

6. Technology application

7. Word Sense Disambiguation3

8. Word Sense Disambiguation ORANGE 27 alternative meanings & counting

10. Determines the semantic relationship between words and the context in which they occur.

11. Patented in UK (98) and US (99)

12. Sense Engine™ is the result of 10 years R & D, is absolutely unique and without equal.

14. Lexemes ranked in order of contextual distinctiveness

15. Lexemes made to compete with each other to decide context

18. Entertainment

19. Employment

20. Food & Drinks

21. Finance

22. Hobbies

23. Fashion

24. Fitness

25. Real Estate

26. Business

27. Shopping

28. Sport

29. Travel

30. Destinations

31. Automobile

32. Gaming

33. Politics

34. Home & Garden

35. Electronics

36. Law

37. Health

38. Animals

39. Dating

40. News300 Middle Categories e.g. Health – Medical treatment 3,500 Bottom Categories e.g. Health – Medical treatment – Pulmonary Diseases

41. 9 Sense Engine workflow 1 Analysis Eachwordextractedfromwebpageiscompared to taxonomy Categorisation Result Wine holidays 219.83 Piedmont, Italy 197.71 Italy 185.94 2Ranking Matching words & weights determine relevance. Results are ranked in order.

42. Semantic Advertising Technology

43. How can I use Sense Engine?

44. How can I use Sense Engine?

46. Sense Engine example placement Utility provider Powergenrequested to appear on content about the subject of ‘Protection of the environment’ 1. Protection of the environment 2. Environmental processes 3. Environmental Politics

47. Sense Engine example placement Food producer, Kraft Foods wished to target Cooking & Healthy Living 1. Nutrition and health 2. Diet and health 3. Low fat cooking 15 15

48. The semantic revolution 16 Sense Engine example placement Airline jetBlue wished to target a Travel & Leisure Audience 1. Travel planning and journeys 2. Surfing and windsurfing holidays 3. Walking and trekking holidays 16 16

49. How can I use Sense Engine?

50. The world's first Semantic brand protection technology, identifying controversial content to prevent ad misplacements. 18

52. Accidents & Disasters

53. Adult & Nudity

54. Civil Unrest

55. Drugs

56. Economic Issues

57. Environmental Issues

58. Extreme View

59. Gambling

60. Health Issues

61. File Sharing

62. Social & Political Issues

63. Swearing

64. Terrorism

65. Tobacco

66. Unrest Conflicts & wars

67. Violence & Crime

68. WeaponsEach webpageis semantically analyzed to identify potentially objectionable content in any of the following 18 categories:

70. Violence & Crime

71. Weapons

73. Civil Unrest

74. Drugs

75. P2P

76. Social & Political Issues

77. Swearing

78. Terrorism

79. Tobacco

80. Economic Issues

81. Environmental Issues

82. Extreme View

83. Gambling

84. Health IssuesSITESCREEN PROTECTED 20

85. How can I use Sense Engine?

87. Identify target rich categories by performance or other metric

88. Remove non performing categories from campaign selection

89. Link to other data to provide deep visualisation of campaign

90. Establish baseline for similar campaigns at category level

92. How can I use Sense Engine?

94. Enables more granular data to add to profile

95. Creates actionable information

96. Allows for better visualisation of profiles

97. Profile selections have better definition

99. Implementation of Sense Engine 27

100. How can I integrate the Sense Engine?

102. Status – success code

103. Caching – enable our cache

104. Languages identified

105. Sense Engine categories

106. SiteScreen values 29 classification:version=3.0.0;classified=2010-04-20T12:16:48+00:00;status:error_code=0;error_message=;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;civ=1;dis=4;dru=1;eco=1;env=1;ext=1;fil=1;gam=1;hea=1;soc=1;ter=1;tob=1;unr=1;vio=1;wea=1;

107. How scaleable is the platform?

108. What languages are covered? Completed English (US, UK & AU variants) German Dutch Danish French Currently in development Swedish Italian Spanish

109. Thank you for your interest! Ian Saunders Managing Director Phone: +44 (0) 207 269 1200ian.saunders@crystalsemantics.com

110. © 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. The semantic revolution 33