http://www.beet.tv/2009/03/amplify-.html

Amplify, which provides Natural Language Processing solutions for customers who want to understand and better target advertising to online content, announced its first big U.S. partnership with social Media ad targeting firm Lotame, CEO Mark Redgrave told Andy at the AlwaysOn conference last month.
"We are simply intercepting content in social media properties that are part of that network," he says. "We are understanding that content, and therefore giving Lotame much deeper insights into how to better monetize and indeed how to embellish user profiles, because there's a lot of content in social networks that can be used actually to further enhance the user profiling capability."
Amplify's technology is built on the inventions of a Swedish professor who taught at Brown and MIT, "so we have some real chops in our intellectual property," Redgrave says.
--Kelsey Blodget, Associate Producer