SOURCE: Peer39


January 26, 2010 09:00 ET

Protect Your Brand From Damaging Content With Peer39's SemanticProtect

Semantic Advertising Company Launches SemanticProtect to Deliver Brand Safety

NEW YORK, NY--(Marketwire - January 26, 2010) - Peer39, the leading online semantic advertising company, today announced the general availability of SemanticProtect, a solution that leverages semantic targeting to protect brands in real time.

Protecting a brand has never been more difficult than in today's ever-changing online climate. Without even knowing it, everyday online advertisers are placed at risk in appearing alongside negative and controversial content. Peer39's unique SemanticProtect comes to the rescue, providing brand protection through semantic detection. As content continues to change in real time, SemanticProtect monitors and registers page changes and automatically updates new content restrictions.

"From plane crashes to extra-marital affairs, 2010 has taught us that placement on some page content can be a dangerous move for brands," said Amiad Solomon, CEO and founder of Peer39. "SemanticProtect qualifies the meaning of page content and protects from placement next to material that is in not in harmony with the brand. As page content continues to change, Peer39 provides advertisers and publishers alike with a solution to successfully navigate the tumultuous waters of the Web."

SemanticProtect's technology applies a list of restrictions to pages avoiding placement of ads next to negative content such as disasters, crime, adult material, and inappropriate objectionable language. SemanticProtect leverages Natural Language Processing and Machine Learning to better understand and identify the meaning within content, helping brands to avoid being perceived in a negative light due to content adjacencies.

"A company's reputation is a key asset, especially in today's tough economic climate. Monitoring and protecting brands against negative sentiment is a struggle for many, employing critical time and management attention," said Gordon Crovitz, Peer39 Advisory Board member and former publisher of The Wall Street Journal. "Peer39's SemanticProtect gives both advertisers and publishers peace of mind, knowing that advertisements will be placed in appropriate contexts."

Peer39 improves the accuracy and effectiveness of online advertising though the use of semantics. SemanticProtect is available immediately to all new and current Peer39 customers.

About Peer39
Founded in 2006, Peer39 is creating the next generation online advertising and content monetization platform. Based on natural language processing and machine learning, its patented algorithms increase the value of online content by understanding page meaning and sentiment, matching the most relevant/effective brand safe display and text advertising. Headquartered in New York City, Peer39 maintains an R&D center in Israel, conducting primary research in semantic web technologies. Peer39 was named by MIT's Technology Review as one of "Ten Web Startups to Watch" and was included on AlwaysOn East 100 Top Private Companies List in 2009.

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