• June 27, 2008

Move over, AdSense and AdBrite--there's a new ad platform in town called SemanticMatch, and it's based on semantic targeting. New York-based Peer39, the parent company behind SemanticMatch, has built technology that matches ads to Web pages based on the meanings and sentiment behind the content, not just keywords.

The company recently closed an $8 million Series B funding round led by Canaan Partners, and has also named Matthew S. Goldstein COO. Goldstein comes to Peer39 from TACODA, where he most recently served as senior vice president of revenue operations.

"Semantic targeting is widely seen to be the next stage of advertising technology, beyond contextual or behavioral," Goldstein said. "What makes Peer39 different is that ads are targeted to the meaning of pages rather than to pre-selected keywords. We eliminate the errors that can plague keyword targeting and unlike other forms of online targeting, Peer39's SemanticMatch does not set cookies or track user behavior."

--Tameka Kee