9 June 2011
ADmantX today announced the completion of $2.8 million in growth funding from Atlante Ventures Mezzogiorno,the venture capital Fund of Intesa Sanpaolo. ADmantX offers an advanced semantic page-level analysis that surfaces reader emotions, behaviors, motivations and intentions in order to match ads with similar emotional appeal, without using tracking cookies. This is the first outside funding since ADmantX was spun off last year from Expert System, the leading global provider of semantic software.
ADmantX goes beyond relevant SEO and flat keyword-based terms, ensuring brand protection against questionable content for publishers, ad networks and various buy- and sell- platforms. It also incorporates emotional intelligence into the mix, increasing campaign segmentation and targeting for better ad reach and success. Combining semantics, natural language processing and social collaboration, ADmantX brings creativity back to advertising.
“Because of its root in semantic technology, we are able to offer many unique benefits to publishers,” says J. Brooke Aker, Chief Marketing Officer, ADmantX based in Hartford, CT. “ADmantX has proven its ability to successfully support a brand’s psychological positioning by displaying deep understanding of the emotions evoked by adjacent content, and we are well positioned to offer publishers an alternative to cookie-based ad targeting should there be legislation that curbs its appeal. Funding will be used to quickly grow the sales staff and marketing presence of ADmantX.”
“We are proud to invest in the spin-off of one of the most interesting semantic web applications dedicated to a rapidly growing, international market,” says Davide Turco, head of Atlante Ventures Mezzogiorno. “We are committed to working with the ADmantX leadership team to affirm ADmantX solutions in key international markets, starting with the USA and Western Europe.”
Atlante Ventures Mezzogiorno will hold a minority share in Admantx, with Expert System maintaining a majority.
Atlante Ventures Mezzogiorno
Atlante Ventures Mezzogiorno is a €25 million fund specialized in new ventures in information technology with a focus on digital technology. Based in Milan (Italy), it was launched in 2009 by Intesa Sanpaolo through its Corporate and Investment Banking Division.
ADmantX uses superior semantic technology to provide a leap forward in monetizing content in new and powerful ways. Based on the Semantic Web, Natural Language Processing and Social Collaboration features, publishers, ad networks, ad exchanges, brand managers and agencies use ADmantX to develop effective online advertising campaigns that establish emotional connections with consumers.