NetSeer's ad solutions are based on a concept matching technology rather than keyword match or popularity ranking. The ideal ad targeting technology is one that can map any search or page content to the all facets of the user's intent. Keywords in isolation fall short of understanding the full intent of the user while popularity ranking may obscure the subject the user is interested in. But how do you understand the user’s interests or intent in real time? This is where NetSeer turned to some recent, breakthrough techniques for understanding the metabolic processes in living cells. Researchers have tried for years to understand the mutual role of cell proteins and DNA in triggering and regulating cell processes – and most advances have been made through tedious and painstaking bottom up research. A top-down, high-throughput, large scale analytical technique was only a dream. But UCLA scientists discovered a top-down analytical framework that could effectively partition hundreds – even thousands – of cell protein interactions into high-level, functional groups with absolutely no need to know what the groups actually did. Using essentially the same top-down algorithms that succeeded in partitioning a cell’s processes into ‘islands’ of functionality, NetSeer has been able to examine the entire Internet – literally trillions of words – and identify islands of concepts – complete with the strength of their representation across the Internet – and the strength of their relationship to other concepts. (The concept “bass” has a strong relationship, for example, to fish, fishing vacation, tuner, shoes, speakers, etc., while the concept “bass fishing” has no relationship to “stereo system” or “footwear sales extravaganza”). Then, armed with a highly definitive list of concepts – over 50 million, described by one, two, three or more words, and a list of close relationships in the billions – NetSeer has devised a way to parse any Web page, in real time, into sets of those concepts. And since NetSeer works with concepts, rather than naked keywords, it is in a position to definitively match ad placements with the actual concepts that brought users to the page.