Most recently Google scored a company called Applied Semantics , whose content-scanning techniques can be used to tailor ads not based just on the words a user searches, but also on the actual pages he reads on the Internet.

FORBES: All Eyes on Google

Most recently Google scored a company called Applied Semantics , whose content-scanning techniques can be used to tailor ads not just based on the words a user searches, but also on the actual pages he reads on the Internet.

FORBES: Cover Story

So his team spent the next three and a half years building the algorithms that let his software read reviews and understand the semantics well enough to tag each piece of content.

FORBES: Me TV: How Jinni Is Revolutionizing Search