SOURCE: Knewco, Inc.

Knewco, Inc.

September 29, 2009 13:08 ET

Dave Rothenberg Joins Knewco, Inc. as Chief Executive Officer

Industry Veteran to Run Emerging In-Text Knowledge Discovery and Advertising Company

GAITHERSBURG, MD--(Marketwire - September 29, 2009) - Knewco, Inc., innovative provider of in-text knowledge discovery and contextual advertising, announced today the appointment of Dave Rothenberg as Chief Executive Officer.

Knewco is a ground-breaking in-text advertising platform that leverages semantic analysis to provide better knowledge discovery and improved contextual ads. This powerful technology identifies "concepts" on a web site, algorithmically associates concepts with other relevant concepts, allowing users to immediately gain access to a massive online knowledge repository, and delivering highly targeted advertisements all an in-text format.

This innovation helps the publishers retain users on their site without directing them to a search site, increasing the potential of advertising on the site without detracting from user experience. For advertisers, Knewco helps drive better ROI by allowing ads to be viewed by "concepts" in addition to "keywords." In this way, more relevant contextual ads are shown to the user, often in a premium placement capacity, while the user is reading and learning about that concept. Knewco plans to launch its first commercial solution, KnowNow! early in the fourth quarter, 2009.

The company is headquartered in suburban Washington, DC with a research team in the Netherlands. The Board of Directors includes Dr. Arun Netravali, the former President of Bell Labs, Mr. William Melton, the founder of Verifone and Cybercash and Mr. Alfred Berkeley III, the former President of NASDAQ.

"Knewco's in-text technology has a chance to redefine the way people discover knowledge," said Rothenberg. "And for advertisers, there is a potential for a new market for ads based on 'concepts' in addition to 'keywords.' These are major innovations, and make for a very compelling opportunity."

Prior to Knewco, Rothenberg started MDLinx, Inc., a healthcare media company that became the 2nd largest online physician network in the US, after WebMD. MDLinx was acquired by a division of SONY. Rothenberg remained President & CEO of MDLinx following the acquisition and led the company's strong growth in the advertising and market research sectors.

Previously, Rothenberg held appointments at the US Department of State, with the law firm Paul, Weiss, Rifkind, Wharton, and Garrison, and earlier in his career, with international relief and development agencies.

"We are thrilled Dave has chosen to join the Knewco team," says Bill Melton, director at Knewco and Managing Member at GIV Venture Partners. "We look forward to the major contribution his deep experience in both the healthcare and advertising fields, not to mention his considerable achievements in other areas, will bring to the future success of this ground-breaking company."

Rothenberg joins Knewco soon after the company raised its B round of financing from Omni Capital Group. "Semantic web technologies which identify the concepts relevant to the user enable the instant delivery of relevant content and contextual advertising, and Knewco is at the forefront of these innovations," said Arun Netravali, Omni Capital Managing Partner, and a director of Knewco. "Dave is a passionate leader who can drive Knewco's success in this space, with his ability to tap the pulse of both the advertising and content delivery markets."

"Knewco's unique position at the forefront of health sciences, knowledge discovery and online advertising makes it a pioneer in combining expertise in these fields to make both knowledge and advertising more relevant to users. We are excited to have Dave lead Knewco's progress," said Alfred Berkeley III, Chairman of Pipeline Trading, former President of NASDAQ, and a director of Knewco.

About Knewco

Knewco is an innovative in-text advertising platform that enables knowledge discovery and sharpens advertising relevancy. Knewco's semantic technology identifies "concepts" in addition to "keywords," and algorithmically associates concepts with other relevant concepts. This innovation makes it possible for users to immediately gain knowledge in an in-text format, for publishers to drive users to relevant areas of their own sites as well as make substantial incremental revenue from new ad inventory, and for advertisers to more effectively reach audiences interested in concepts related to their products and services. Knewco's commercial solution -- KnowNow! -- represents the latest technological advances in contextual advertising and knowledge discovery. The company is headquartered in suburban Washington, DC with a research team in the Netherlands.

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