SOURCE: Peer39

July 08, 2008 10:41 ET

MIT's Technology Review Names Peer39 One of Ten Web Startups to Watch in 2008

World's Most Advanced Semantic Advertising Platform Called "Better Way of Mining Language"

NEW YORK, NY--(Marketwire - July 8, 2008) - The July/August 2008 issue of MIT's Technology Review has called Peer39, which deploys the world's most advanced semantic advertising platform, one of its Ten Web Startups to Watch in 2008. The story, which "profiles some of the most innovative ideas of the Social Web," says that, "Peer39's algorithms promise better ways of mining language."

"The semantic web is coming. That means that software will comb blogs, social networks, and forums for information about the meaning of a page, reading it ever-more intelligently and, of course, better targeting advertisements," says Technology Review. "This last bit is where Peer39, a semantic-advertising company founded by entrepreneur Amiad Solomon, comes in. Peer39's investors are betting that the company's algorithms -- built on research at the Technion Institute of Technology and Princeton's Institute for Advanced Study -- will improve on existing methods."

Backed by $12 million in financing from Canaan Partners, JP Morgan and Dawntreader Ventures, Peer39's patented algorithms (based on natural language processing and machine learning) understand content meaning and sentiment, enabling precision targeting down to the page level so that display ads appear on pages most relevant to their message. The company, with technology developed in Israel over the past two years and recently introduced to the US market, gives brands the necessary protection to target any page, including inside social media, and opens entire new targeting capabilities to online brand and performance advertisers.

"These guys find organic expressions of demand on the Web, on blogs, on forums and chats -- all kinds of specific areas where people are talking about products. Then they instantly deliver custom advertising," says Jon Medved, an angel investor in the company tells Technology Review.

"As the world leader in semantic advertising solutions, we are pleased to be selected as one of ten startups to watch. We see our approach to be the next evolutionary step beyond contextual and behavioral targeting, and it's gratifying that our perspective is taking hold in the industry," adds Mr. Solomon.

Peer39 (www.peer39.com) is the global leader in semantic advertising solutions. Based on natural language processing and machine learning, Peer39's patented algorithms understand page meaning and sentiment, and deliver the most relevant and effective brand safe online advertising. Headquartered in New York City, Peer39 maintains a research and development center in Israel. Peer39 Labs conducts primary research in semantic web technologies resulting in a number of patents covering its technology and business practices.

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