<s>
AdExtent	B-Application
(	O
formally	O
Semantinet	B-Application
)	O
is	O
an	O
Israeli	O
startup	O
company	O
dedicated	O
to	O
developing	O
RTB	O
Display	O
technologies	O
for	O
various	O
ad	O
platforms	O
.	O
</s>
<s>
The	O
brainchild	O
of	O
Tal	O
Muskal	O
,	O
who	O
initially	O
intended	O
to	O
create	O
a	O
development	O
platform	O
for	O
the	O
seamless	O
integration	O
of	O
data	O
,	O
Semantinet	B-Application
was	O
incorporated	O
as	O
a	O
company	O
in	O
December	O
2006	O
,	O
after	O
receiving	O
a	O
preseed	O
investment	O
from	O
Yossi	O
Vardi	O
.	O
</s>
<s>
Three	O
months	O
later	O
,	O
in	O
July	O
2008	O
,	O
Semantinet	B-Application
released	O
its	O
first	O
product	O
,	O
the	O
Headup	O
client	O
,	O
as	O
a	O
private	O
Alpha	O
.	O
</s>
<s>
In	O
October	O
the	O
client	O
was	O
deemed	O
ready	O
for	O
Beta	O
and	O
in	O
February	O
2009	O
it	O
was	O
approved	O
for	O
distribution	O
via	O
Mozilla	B-Application
's	I-Application
Firefox	I-Application
Addon	O
directory	O
.	O
</s>
<s>
In	O
March	O
2009	O
Semantinet	B-Application
began	O
the	O
transition	O
from	O
client	O
to	O
server	O
based	O
solutions	O
and	O
in	O
July	O
it	O
started	O
a	O
pilot	O
of	O
a	O
semantic	O
web	O
WordPress	B-Application
plugin	O
for	O
bloggers	O
.	O
</s>
<s>
The	O
product	O
was	O
made	O
publicly	O
available	O
via	O
the	O
WordPress	B-Application
plugin	O
directory	O
in	O
October	O
2009	O
.	O
</s>
<s>
In	O
January	O
2010	O
the	O
server	O
based	O
Headup	O
solution	O
was	O
made	O
available	O
as	O
a	O
Joomla	B-Protocol
extension	O
and	O
in	O
March	O
it	O
became	O
available	O
as	O
a	O
Drupal	B-Application
module	O
.	O
</s>
<s>
Semantinet	B-Application
has	O
released	O
to	O
date	O
two	O
applications	O
to	O
Beta	O
.	O
</s>
<s>
The	O
company	O
's	O
first	O
application	O
,	O
the	O
Headup	O
Semantic	O
Web	O
Firefox	B-Operating_System
extension	I-Operating_System
enables	O
users	O
to	O
highlight	O
terms	O
appearing	O
in	O
web	O
content	O
in	O
order	O
to	O
discover	O
related	O
content	O
provided	O
in	O
the	O
extension	O
's	O
overlay	O
window	O
user	O
interface	O
.	O
</s>
<s>
Semantinet	B-Application
was	O
founded	O
and	O
is	O
currently	O
managed	O
by	O
Tal	O
Keinan	O
and	O
Tal	O
Muskal	O
,	O
who	O
,	O
like	O
many	O
of	O
Israel	O
's	O
startup	O
community	O
members	O
,	O
served	O
in	O
the	O
IDF	O
in	O
information	B-General_Concept
technology	I-General_Concept
related	O
roles	O
.	O
</s>
<s>
Keinan	O
,	O
who	O
's	O
assumed	O
the	O
role	O
of	O
CEO	O
and	O
serves	O
on	O
the	O
company	O
's	O
board	O
,	O
worked	O
at	O
Morgan	O
Stanley	O
's	O
Risk	O
Management	O
Department	O
prior	O
to	O
founding	O
Semantinet	B-Application
,	O
while	O
Muskal	O
,	O
who	O
invented	O
Semantinet	B-Application
's	O
core	O
technology	O
and	O
now	O
serves	O
as	O
its	O
CTO	O
,	O
worked	O
as	O
an	O
R&D	O
engineer	O
at	O
Go	O
Networks	O
,	O
where	O
he	O
made	O
his	O
first	O
pitch	O
about	O
the	O
technology	O
to	O
Oz	O
Leave	O
,	O
Go	O
Networks	O
 '	O
CEO	O
,	O
who	O
now	O
serves	O
as	O
the	O
Chairman	O
of	O
Semantinet	B-Application
's	O
Board	O
of	O
Directors	O
.	O
</s>
<s>
Semantinet	B-Application
's	O
Board	O
of	O
Directors	O
is	O
composed	O
of	O
one	O
member	O
besides	O
Tal	O
Keinan	O
.	O
</s>
<s>
Semantinet	B-Application
is	O
backed	O
by	O
Giza	O
Venture	O
Capital	O
and	O
a	O
number	O
of	O
Angel	O
Investors	O
including	O
Yossi	O
Vardi	O
,	O
Jeff	O
Pulver	O
and	O
Sir	O
Ronald	O
Cohen	O
.	O
</s>
