Semantic ad technology company ADmantX has raised $2.8 million in funding from Atlante Ventures Mezzogiorno, the venture arm of Italian bank Intesa Sanpaolo.
ADmantX came out of beta in March, officially making its technology available to advertisers that want to target ads based on the content and meaning of web pages.
While many advertising technology firms are focused on targeting ads based on user behavior, using tracking cookies and the like, ADmantX is based on the semantic web, natural language processing and social collaboration. The technology is designed not only to recognize the words on a page but also to recognize the emotional appeal of its content and the reader emotions and behaviors likely to be surfaced by the content.
It works not only to target ads but also to protect advertising from appearing against unsavory content, ensuring brand safety. As a result, the ads that it does serve can command higher CPMs. Since it doesn’t rely on user tracking, it also sidesteps concerns about behavioral targeting and do-not-track regulation.
The tech firm spun off late last year from Expert System, which provides semantic technology to discover and interpret text. With the outside round of financing, Atlante Ventures Mezzogiorno will take a minority stake in the company, with Expert System maintaining a majority.