I spent a couple of hours today working on a demo video of OpenAmplify. For the script, I chose advertising in social media, a hot topic and one particularly suited to what we do. The issue of brand safety has only grown in importance since it came on my personal radar some 18 months ago. In a way, it's a massively frustrating situation: every day, the webmass of user-generated content continues to burgeon; the potential of all those clearly expressed opinions teases the advertiser; and the potential to place your ad in exactly the wrong place grows in proportion.

The key is polarity, the ability to know what the blogger/poster/twitterer views positively or negatively. So simple for a human; so hard for a computer. OpenAmplify can deliver this with pretty good precision, and we're working to make it better. The fact that so many of our early member-developed app's are focused upon sentiment (and on twitter in particular) shows that the problem is well understood.

For OpenAmplify, brand safety is bread and butter. I'm looking forward to seeing this practical application of the Semantic Web out there and delivering value.