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ad pepper media announces acquisition of Crystal Reference Systems Limited

Holyhead, Nuremberg, Amsterdam 16th of March, 2006 -- ad pepper media today announced the acquisition of Crystal Reference System Ltd, the parent company of Crystal Reference (, the leading provider of reference content, and Crystal Semantics ( an innovative leader in contextual search and advertising technology and the developers of Textonomy, the worlds first Sense Engine technology, patented in both the United States and the United Kingdom.

Unlike current search technologies, which are based solely on statistical algorithms, Textonomy uses techniques from linguistic science to determine the semantic relationships between words and the contexts in which they occur. The Textonomy solutions have been proven to dramatically enhance search results and significantly increase advertising relevance through contextual targeting.

Textonomy was developed by leading linguist and one of the world’s foremost authorities on reference publishing and language, Dr. David Crystal. Textonomy is the result of 8 years and $8 million investment in research. Its ground-breaking technology harnesses human linguistic intuition, tapping into the semantic relationships between words and the context in which they occur, going beyond the mathematical algorithms currently used by other contextual systems and major search engines that do not produce similarly relevant results.

The acquisition will significantly enhance ad pepper media´s contextual search and advertising solutions for its Website Publisher partners and Advertising clients as well as for Search Engines, SEOs, Ad Networks and Adserving Providers. ad pepper media will immediately deploy the Textonomy contextual advertising solution across its global advertising network including its webstats4U ( advertising network of over 1,000,000 websites worldwide.

As a result of the acquisition, Crystal Reference Systems Ltd will become a wholly owned subsidiary of ad pepper media. Founders Ian Saunders and David Crystal will respectively continue to lead the company´s business and Research and Development initiatives. Both Ian and David will work closely with ad pepper media to integrate into existing product and service offerings and to jointly explore new business opportunities in the online advertising and search markets internationally.

“This acquisition dramatically enhances our existing product and service set up to our advertisers and website partners. In addition, it adds an attractive new line of business for ad pepper media with innovative search and content offerings. In David Crystal, we have secured the services of one of the world’s leading authorities in the world of linguistics and semantics, who will help us to strengthen ad pepper’s role in the online market.”, explained Ulrich Schmidt, CEO of ad pepper media. “We expect to register the first results of our sustainable investment in this new field of business later this year, as a result of the improved targeting of campaigns within our existing website portfolio and our proprietary tools like”, added Ulrich Schmidt.

“We are delighted to complete this transaction. In ad pepper media, we have found an ideal partner to take our ground-breaking technology to a new level. We are very excited about being part of this highly dynamic international enterprise”, says David Crystal, Chairman of Crystal Reference. “We envisage that ad pepper’s infrastructure, resources and global positioning will enable us to leverage the full power of our product solutions and will help us to roll out new services and business models faster.”

It has been agreed between the parties that the total purchase price consideration is based on an initial cash and share payment as well as an Earn Out payment totalling several million Euros, whereas the detailed purchase price will not be disclosed.

About Crystal Reference Systems Limited
Based in Holyhead, UK

Publisher Contact Information:

ad pepper media
+49 (0)911 929 057 0

Company profile of ad pepper media
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