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Crystal Semantics Patented Technology Helps Online Advertisers Maximize Potential

Online ad spending continues to increase, but are advertisers getting their money's worth?

NEW YORK, June 1 /PRNewswire/ -- Crystal Semantics, the leader of contextual online marketing solutions and developer of the world's first patented Sense Engine Technology, revealed that despite the increase in online advertising revenues, many companies are not getting their value's worth. Online ads are inadequate due to keyword based systems or adware technologies that fail to provide relevant ad content resulting in poor click-through rates. Despite $3.85 billion in ad revenues associated with search results in 2004*, Crystal Semantics reasons that companies are missing out on vast amounts of additional revenue because too much of it is poorly targeted.

A recent survey by Crystal Semantics about user experiences of internet searching uncovered that 46 per cent of respondents had encountered advertising that was 'bizarrely unrelated to their search.' For example, people researching a 'knife attack' are offered adverts for famous brands of kitchen knives. For advertisers, there is little doubt that placing an ad along side web content that is related will draw more results and become more attractive. The same survey revealed that 81 per cent of respondents would be more inclined to click-through on an online ad if the subject matter was directly related to their search, which further demonstrates that many companies are missing a significant revenue opportunity. Revenues from search advertising currently work out to be 40 per cent of total online advertising revenues, yet existing keyword-based techniques are delivering results that are untargeted and out of context meaning that users are ignoring lots of search advertising.

Crystal Semantics has developed Textonomy Advance to help eradicate this problem. The solution provides rapid contextual analysis of users' search terms to identify the proper theme of each site and deliver the most relevant advertisements in an appropriate manner. Textonomy Advance analyses the content of a web page to identify not just the keywords, but the context in which they are presented, drawing upon human understanding of language to go beyond the basic methods or the inadequate mathematical algorithms currently used by search and contextual advertising technology.

Ian Saunders, managing director of Crystal Semantics said, "Online advertising has the potential to be extremely powerful, if used in the right way. Many companies are spending a great deal of money on online advertising and but if ads are being seen in the wrong place by the wrong people, they may as well have not been commissioned. Online advertising needs to make more sense if it truly is going to reach its full potential."

*Interactive Advertising Bureau/PricewaterhouseCoopers - Advertising Revenue Report 2004 About Crystal Semantics (http://www.crystalsemantics.com/)

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 - a context targeting 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.

Crystal Semantics

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

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

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