AdLib Answers for Social Media Questions

US firm Solariat has launched AdLib, a product which analyses conversations within social media and serves up information or ads based on its interpretation of the needs of participants, in real-time.

Venture capital-funded Solariat was founded by a group of Internet veterans, including former WPP and 24/7 Real Media executive Jack Smith and Jeffrey Davitz, founder of the Social Computing Group at SRI International's Artificial Intelligence Center. Their experience includes the design of conversational agents for military social media platforms, as well as large-scale marketing and advertising platforms.

AdLib uses a proprietary technology to find people in online forums who appear to be looking for information, and an automated message generator to provide an answer in the form of information from the publisher's web site or a suitable ad, building what are described as 'intelligent ad creatives that serve as helpful pointers to relevant content, while seamlessly meshing into the conversation.'

For example, the firm says if a consumer is participating in a discussion on fitness and posts the question: 'I love those balance ball sneakers. Anyone know where I can see all of the different styles?', AdLib would interpret the query, build a response such as 'find all of the styles of balance ball sneakers on this page' and include a link to an information page from the manufacturer or retailer.

CEO and co-founder Jack Smith says the product helps to move search queries 'out of the proverbial box and into social media where conversations are already taking place'. He concludes: 'Solariat gives people the relevant information they're seeking in real time. And we do it while respecting individual privacy.'

Solariat has offices in New York, NY and San Mateo, CA and is online at www.solariat.com .