News & Press Releases
ADOTAS | Peer39 Offers Brands Semantic Shelter
by Gavin Dunaway
As they nervously wade onto the online space, brands scared of appearing next to offensive content are screaming “Gimme shelter!” With the general release of the real-time solution SemanticProtect, Peer39 aims to answer that plea.
Beyond applying global list of restrictions to web pages – unappealing topics such as crime and natural disasters – and black lists consisting of naughty language, SemanticProtect analyzes sites in real time, adjusting content restrictions as pages update and removing ads from what could be offensive content. A stern warning is immediately sent to a publisher at the detection of “negative content.”
In addition, advances in natural language processing and machine learning allow the system to decipher content that would leave a negative impression on a brand.
“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,” commented 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.”
Because if brands don’t get some shelter, they’re going to fade away… From web advertising, that is.