Content Matters

The first of the SIIA company previews was the “Content Creators” panel.  Presenters include Bill McNulty, President of financial services lead generation company Decision Tree Media, Steve Marder, CEO of Swicki provider Eurekster and Near-Time CEO Reid Conrad.  The most compelling presentation of the group came from Tom Aley, CEO of Generate, Inc.

Aley, formerly with Reed Elsevier Ventures, formed Generate, Inc. a few years ago with  twin brother Darr Aley.    Generate is a web 2.0 company aiming to provide greater context to content.  Generate does three things:

1. Discovery: crawling of more than 75M web domains and 150k news articles per day, tagging people, products, job listings and more.
2. Qualify: Reassembling these entities and facts into a database of more than 8 million companies
3. Connect: mapping relationships between people and companies.

They have been able to compile deep biographical information.  As Tom describes it, “...think ZoomInfo, but de-duped.”

Generate has deployed a Toolbar with what they call the “G2 Button”.  When reading a piece of content on the web, a user clicks the G2 button and the product will read and perform real-time information extraction.  The extracted entities (people, companies, products, etc.) generate automatic links to the data in the Generate database, allowing users to easily link to company or biographical data.

The product today is in use at more than 40 management consultancies and financial institutions.