SOURCE: OpenAmplify

OpenAmplify

September 14, 2010 09:00 ET

OpenAmplify Unveils Platform to Guide Advertiser Decisions in Web Content and Social Media

OpenAmplify Co-reference Technology Brings Deeper Level of Human Understanding of Web Content for Agencies, Ad Networks and Publishers

ANNAPOLIS, MD and LONDON--(Marketwire - September 14, 2010) -  OpenAmplify, the Semantic Web platform, today announced the launch of a new version of its software that implements Co-reference, a breakthrough natural language processing (NLP) technology that improves the way software understands text. Co-reference, a demo of which can be viewed on YouTube at www.youtube.com/watch?v=45W72PqKjGM, is part of a version 2.1 upgrade of the OpenAmplify platform. Co-reference gives advertisers the ability to make accurate decisions on the placement of ads by scalably analyzing Web content and providing superior insight by accurately identifying the relationships between various entities mentioned within text. This allows advertisers to accurately understand the sentiment and intent around any given subject.

As an example, consider the text: "I had dinner today with John and Sarah. We went to the new diner in our neighborhood. He's a lot of fun, but I wish she would take it easy with her rude comments." Co-reference can assign a positive sentiment value to John and a negative value to Sarah. It can also relate "Obama" to "President Obama" or "Barack Obama" and can even relate acronyms to companies' full names. In all such cases, sentiment and intent data is then more accurately reported.

"Co-reference is a breakthrough in natural language processing. It is a huge advance in our quest to make software understand language the way humans do," said CIO, Mike Petit. "This has tremendous potential for advertisers that need to understand content rapidly and at scale and for the publishers that want to better monetize their Web sites. Many companies can listen and gather all the chatter in the social stream, but Co-reference can arm them with the in-depth, connected information necessary to make accurate and savvy business decisions."

OpenAmplify provides cutting-edge tools and technology that help marketers better target advertising and analysis by finding the true meaning of text, rapidly and at scale. OpenAmplify is easily layered on top of existing NLP technology and various targeting tools from agencies, ad networks, and publishers and offers better insight into the sentiment, intentions and attitudes associated with persons and brands mentioned in content. Today's vast and saturated data landscape makes it critical that advertisers and brands utilize technology that allows them to stop guessing and start actually knowing what people are saying.

For over 10 years, hundreds of companies have used the NLP technology developed by OpenAmplify to better inform branding and advertising decisions. The company currently has 14 patents in Natural Language Processing technology.

About OpenAmplify
OpenAmplify (www.OpenAmplify.com) is a semantic web service that brings human understanding to content. OpenAmplify uses patented Natural Language Processing technology, mimicking the human process of language understanding to identify the significant topics, brands, people, perspectives, emotions, intentions, actions and timescales contained in online text. The Web service returns the meaning in English-language content in usable and actionable data structures including XML and RDF, thereby enabling other solutions providers to create value, profit and grow.

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