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by Anderson Paulen

Applied Semantics was started in 1998 (its name was Oingo at that time) by Adam Weissman and Gil Elbaz, with an interest in making computers more "human-literate". They worked to build a new architecture using their expertise in scalable information systems design, database applications development, software engineering, and natural language processing (NLP). Together with a team of linguists and software engineers, they developed the company's patented technology, CIRCA, which serves as the common platform for all Applied Semantics' products.

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Google eventually bought Applied Semantics in April 2003, making it the owner of the AdSense technology as well as its CIRCA technology (Conceptual Information Retrieval and Communication Architecture) which AdSense is built on.
The CIRCA ontology is based on a language independent, scalable ontology consisting of millions of words along with what the words mean, how the words are related conceptually to other meanings. Ontologies are commonly used in artificial intelligence and knowledge representation to define a hierarchical data structure containing all the relevant entities and their relationships and rules.
Synonymy/antonymy ("good" is an antonym of "bad")
Similarity ("gluttonous" is similar to "greedy")

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Hypernymy (is a kind of / has kind) ("horse" has kind "Arabian")
Membership ("commissioner" is a member of "commission")
Metonymy (whole/part relations) ("motor vehicle" has part "clutch pedal")
Substance (e.g. "lumber" has substance "wood")
Product (e.g. "Microsoft Corporation" produces "Microsoft Access")
Attribute ("past", "preceding" are attributes of "timing")
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