Google buys Applied Semantics to boost ad program

To bolster its search and advertising programs, Internet search powerhouse Google Inc. has acquired Applied Semantics Inc., which makes software that improves the way online ads are matched to Web pages.

The deal, announced Wednesday, will help Google expand its program that links online ads with corresponding Web pages. It will also give Google, based in Mountain View, California, a new engineering base in Southern California, where Applied Semantic is located.

Santa Monica-based Applied Semantics brings with it its semantic text-processing technology and experience in the online advertising market. The application provider's products are based on a technology that understands, organizes and extracts knowledge from Web sites and information repositories in a way that mirrors human behavior, Google said.

One such product is AdSense, software that helps Web publishers process information on Web pages and deliver targeted ads. AdSense was seen as by some as a more comprehensive filtering product than the one employed by Google, leaving little surprise as to why the search leader snapped the company up.

Google said that the Applied Semantics staff will remain in Santa Monica and that it will establish a product development center there. Financial details of the acquisition were not disclosed.

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