ADIFY ANNOUNCES STRATEGIC PARTNERSHIP WITH NETSEER TO ENHANCE ADVERTISER SOLUTIONS ACROSS NICHE SITES NetSeer's Contextual Targeting Technology Enhances Adify's Mid-tail Audience Insights

NEW YORK – May 18, 2010 –NetSeer, Inc. has entered into a strategic agreement with Adify, the premier vertical ad network management and media services company. Under the terms of the agreement, Adify has licensed NetSeer’s Contextual Services and concept-based analysis engine to enhance the exclusive advertiser solutions provided through Adify Media, which help advertisers target quality niche sites in the Internet’s mid-tail. Adify will leverage NetSeer’s unique categorization abilities and KnowledgeBank™ to improve Adify Media capabilities and insights.

“By combining Adify’s internal data with NetSeer's groundbreaking targeting technology, we will greatly enhance our ability to bring advertisers to the most passionate and appropriate content, where they can deepen consumer engagement with their brands," said Jim Larrison, Chief Revenue Officer at Adify. “After evaluating several alternative technologies, we selected NetSeer due to the quality of their results as they consistently outperformed the others we considered. As the Adify network continues to grow and evolve, we are pleased to announce our partnerships with companies that support these goals, like NetSeer.”

NetSeer takes a unique scientific approach to identifying Web-derived “concepts” and then associating them with Web sites and pages. NetSeer’s core intellectual property has the ability to examine a Web page in real time and to discern user intent with the same degree of accuracy as search. With that capability, the company can unlock the tremendous value in display advertising that is currently lying dormant.

“The addition of Adify to our roster of partners reinforces our confidence in concept-based advertising to improve advertising performance,” said John Mracek, CEO of NetSeer. “Being selected by Adify and other leaders in the online advertising space speaks to the unique opportunity these companies recognize in our technology.” ... Read more

NetSeer will help create the "short list" that Adify will use to trim down and present to clients. It will give Adify a sense of the sites that fit specific criteria through NetSeer's categorization abilities and KnowledgeBank, a concept graph supported by spiders crawling the Web to determine what's important. It opens up advertising for companies that some refer to as "mid-tail" -- companies that fall well below those on the comScore 500 list.

Joelle Gropper Kaufman, senior vice president of marketing at Adify, says finding those 5,000 well-written and visited Web sites on the topic of sports cards, for example, out of millions on the Web can save time and money.

NetSeer's ability to identify the first cut of sites will support Adify's technology to wade through the second pass, Kaufman says. "This is about buying an audience across sites that they are most passionate about," she says. "Audience buying is code for find-your-person-on-anything, but numerous studies also point to site content, design and other factors as being extremely important."... Read more

MOCHILA ANNOUNCES STRATEGIC PARTNERSHIP WITH NETSEER TO FURTHER DEEPEN CONSUMER ENGAGEMENT WITH BRAND ADVERTISERS Premier ad-supported content syndication platform to enhance client offerings using next-generation concept-based targeting technology

NEW YORK – February 22, 2010 – Mochila, a premium content syndication technology platform and network, has entered into a strategic agreement with NetSeer, an ad technology company that determines user intent from a Web page with better accuracy and improved performance as compared to traditional search. Under the terms of the agreement, Mochila has licensed NetSeer’s concept-based advertiser and publisher solutions.

NetSeer takes a unique scientific approach to identifying Web-derived “concepts” and then applying that knowledge to a single Web page. Using this concept-based approach, Mochila’s Ad Impact Platform (AIP) will serve content-based ad units that are more accurately tailored to the user’s immediate needs than ads targeted by context keywords. Mochila will enhance its AIP offering with this technology to deliver relevant ads within its already targeted content. ... Read more

NETSEER LOOKS TO GENOME FOR TARGETING MODELS
Lest you think that this business of content and advertiser targeting is a simple matter of Internet coding, think again. At least one company is building its technology modeled on the most complex realms of the human genome itself. The company, NetSeer, says targeting can match human cell biology in terms of complexity and effective growth.

“When you look at the data of how genes regulate proteins you start to get a different sense of connections and groupings,” says John Mracek, recently-named CEO of NetSeer. “We have adapted research from the genome to develop mathematical tools that cluster pages into high connectivity groups that goes beyond the simple keyword search.”... Read more

NETSEER ON CONCEPT-BASED ADVERTISING

Concept-based advertising sounds a lot like semantic or contextual. Is the "secret sauce" the real-time identification of concept categories like "Italian food" or "headphones"?

The secret sauce is the ability to algorithmically, and therefore scalably discern concepts on a page as well as determining related concepts "off page." Categorization is just a crude approximation of what NetSeer’s technology does. Unlike first generation contextual, which is largely keyword-driven based on the page being analyzed, or semantic which tries to leverage Natural Language Processing (NLP), NetSeer’s concept-based approach takes a top down approach to analyzing concepts in the context of how they are used in the entire web. ... Read more

UNDERSTANDING THE GENOME PROVIDES NEW DNA FOR INTERNET ADVERTISING PLATFORMS Context-based Approaches Will Be Supplanted by Concept-based Targeting, says NetSeer CEO, and Here’s How
SANTA CLARA, CA – DECEMBER 10, 2009 – Despite the tremendous success and clear technological achievements of context-based Internet advertising platforms, Internet advertising can become far more effective than it already is, believes John Mracek, recently-named CEO of Silicon Valley’s NetSeer. And the answer lies, he says, in leading-edge technologies that are being used to understand cell metabolism, and the human genome. ... Read more IS CONCEPT-BASED ADVERTISING THE FUTURE OF INTERNET ADS?
The way Internet ads work right now is fairly basic: Publishers create pages with a certain word or phrase in it, and advertisers buy ads next to those particular keywords. If you search for “guitar,” or write a blog about guitars, you’re going to see a lot of ads for guitars.

But, wondered NetSeer chief executive John Mracek, what about when you write “bass”? You’re going to see ads for guitars, cellos, fish, vocal lessons, and more. And what if someone comes to your site without searching, and there’s no data for what they’re interested in? ... Read more

JULY 29, 2009 - Press Release