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Crystal Semantics Makes Online Ads More Relevant

Patented Sense Engine Technology to be Integrated into Experclick's Open Ad Network

SAN FRANCISCO, April 25 /PRNewswire/ -- AD:TECH -- Crystal Semantics, the leader of contextual Internet search solutions and developer of the world's first patented Sense Engine Technology, announced today that its Textonomy.advance(TM) technology will be incorporated into the Experclick advertising network. Textonomy.advance will deliver more relevant ads to consumers by utilizing patented contextual search technologies to better recognize the context of a consumer's search. The result is that Experclick's advertising customers will benefit from serving more targeted, relevant ads to consumers.

Developed by one of the world's leading linguists, Professor David Crystal, Textonomy.advance provides rapid contextual analysis of textual information online to identify the proper theme of each site and deliver the most effective advertisements. Experclick will further enhance its unique approach to online advertising by integrating Textonomy(TM) advance SERVER, which will identify and return the context and category of a search term to the advertising server in order for the most appropriate ad to be displayed.

"We are very pleased to add another element to our solution that will deliver better targeted ads to consumers," said Jeff Green, Chief Operating Officer at Experclick, Inc. "Furthermore, the power of Textonomy.advance and features customized for our company has allowed easy integration with our channels to ensure we deliver the right message to the right audience."

Unlike prevalent contextual advertising systems in use today, which merely deliver ads based on keywords, Textonomy.advance analyzes the entire content of a Web page to identify the context in which words are properly presented, drawing upon human understanding of language to go beyond the inadequate mathematical algorithms currently used by major search engines.

"Since any word in the English language can have several meanings, there is a need to correctly identify the context of that word in an online environment. The success or failure of an online marketing campaign is based upon clickthroughs," commented Professor Crystal and chairman of Crystal Semantics. "Our objective with Textonomy.advance is to make ad content relevant to the context of an entire webpage while adding value to the whole user experience for both consumers and marketers."

Textonomy.advance is available in server side as well as client side versions. For more information on the Crystal Semantics Sense Engine, please visit http://www.crystalsemantics.com/.

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, A&E Television Networks and Webster Publishing and is one of the fastest growing online content publishers in Europe.

About Experclick, Inc.

Experclick is the next-generation advertising exchange. It has an array of unique features that benefit both advertisers and publishers, including real-time auctions (hundreds every second) to set pricing, results tracking to protect advertisers from overpaying, and a dozen ways to match viewers with ads for increased effectiveness. Advertisers can pay on a CPM, CPC, or even CPA basis, and it can buy inventory from and sell ads to other networks. Experclick is on its way to becoming the open marketing for Internet Advertising,

Based in Santa Barbara, California, Experclick is privately held. The company was founded in 2003 by William Urschel, CEO. It launched commercial operations in early 2005, and is already servicing over 12,000 websites.

Crystal Semantics

CONTACT: Crystal Semantics US PR Contact: Katherine Foster of Connors
Communications, +1-212-798-1409, or katherine@connors.com, for Crystal
Semantics; or UK & Europe: Alex Crawshaw, alex@piratecomms.com, David Pincott,
david@piratecomms.comm, or Kate Bonner, kate@piratecomms.com, all of Pirate
Communications, +44-20-7297-3350, for Crystal Semantics

Web site: http://www.crystalsemantics.com/

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