Once upon a time there was a semantic web startup dubbed Knewco, touting a knowledge discovery/ contextual advertising system for health care and life sciences content providers and advertisers (see this story). After a long journey toiling in the land of targeted health sites, it realized these prospects didn’t provide the best opportunity for its micro-targeted ad strategy. So, with a restructured management team and some fresh capital in place, in the latter half of 2011 it began a new quest: To become the semantic platform for premium publishers to help deliver personalized content recommendations and ads to readers and get more revenue, traffic and stickiness in the process.
Renamed Personalized Media, and now headed by CEO Rajiv Salimath, principal back in the Knewco days, the company’s technology now is in an advanced testing stage with premium publishers who will be white-labeling the system. Salimath can’t disclose their names, but suffice it to say that you’ve seen some of them prominently mentioned in these virtual pages before. So, what does Personalized Media bring to the party that’s attractive to some of these sites that already have taken steps – sometimes big ones – to bring semantic intelligence to their web presence?
From There to Here
When The Semantic Web Blog spoke with Salimath in late 2009, he discussed the technology’s prowess at understanding concepts and inter-relating them to other ideas. In its current incarnation, Personalized Media’s semantic search algorithms make it possible to find and suggest to readers other content – text, video, even apps, from the source itself, its associate properties or elsewhere on the web, depending on publisher preferences – that’s relevant to any word or term they highlight, or to the page at large. The content appears in a bubble at the user’s click.