ad pepper media deploys revolutionary site screening technology

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SiteScreen prevents ad serving alongside inappropriate content

28th September 2006

ad pepper media, the international online advertising network, today unveiled SiteScreen a revolutionary new advertising technology to stop advertisements from being served alongside inappropriate content.

Developed by Crystal Semantics, ‘Textonomy™ SiteScreen’ is fully automated and works alongside ad servers to check content before an ad is served.  It marks the first time that an online ad network can accurately control where every ad is placed in real time and confidently protect client brands. 

An intelligent language-based filtering system, SiteScreen enables advertisers to select specific content categories to exclude from their campaigns. It works by analysing individual pages, identifying controversial content and blocking ad serving to inappropriate locations.* Fully automated and pre-emptive, SiteScreen far exceeds current industry best practice for ad serving, which is based on voluntary codes and periodic manual checking of websites’ overall content.

SiteScreen has been in development since December 2005. It is based on the work of 40 world language experts, eight years of research and investment to date of over US$8m.

Mark Nall, MD of ad pepper UK, said: “While we strongly support all efforts to clean up ad delivery, the volume of inventory handled today is simply beyond human ability to police. Until now, industry best practice has relied on self-regulation and basic level human checking that doesn’t account for the constantly updated content that characterises the internet, particularly the massive growth in user-generated content. SiteScreen sets the standard for others to follow”.

SiteScreen exclusively launches in October through ad pepper UK and will be free to advertisers using the ad pepper network. SiteScreen is the first of a number of major technological advancements that ad pepper is preparing for launch.

Ian Saunders, MD of Crystal Semantics said, “SiteScreen has been developed to end ad placement alongside controversial or inappropriate content once and for all. We look forward to rolling out more ground-breaking innovations that will shake up the industry over the coming months.

SiteScreen has been initially developed in 11 languages in preparation for international roll-out.

* Controversial content genres, indluded in the Textonomy™ SiteScreen process include: Alcohol, Drugs, Extreme sites (politics, race, religion), Gambling, Nudity, Filesharing, Adult (primarily sexual), Tobacco & Weapons.

Textonomy™ SiteScreen is currently available in eleven languages including English, Danish, Dutch, Finnish, French, German, Italian, Norwegian, Portuguese, Spanish, Swedish & Turkish.

About Crystal Semantics
Crystal Semantics has developed Textonomy, the first Sense Engine™ to deliver significantly more accurate and powerful Internet search results.  By applying human “senses” and concepts that current algorithms, semantic systems and other statistical techniques cannot match, Textonomy uniquely uses human linguistic intuition, tapping into the semantic relationships between words and the contexts in which they occur.  The Textonomy suite of products includes solutions for search and navigation, e-commerce and contextual advertising.

Based in Holyhead, UK, Crystal Semantics is a division of Crystal Reference Systems Limited – an internet content and Search Company.  The company was founded in 2001 by Professor David Crystal, a world authority in linguistics, and managing director, Ian Saunders.  It has provided online content for many major publishers including Penguin Books, Lexico LLc, A&E Television Networks and Webster Publishing and is one of the fastest growing online content publishers in Europe.

Crystal Reference Systems Limited is an ad pepper media group company.

For further information, please contact:  
Suzanna Collis 
Tel.: +44 (0) 7703 173 795