Each week we bring you the most thought-provoking news on how the semantic web is changing the way web users discover, interact and exchange online. This week on the blog we take a glimpse at how brands and consumer markets are utilising the semantic web to advance their consumer knowledge through 'collective intelligence.' Kay Ewbank summarises the WeKnowIt platform, a project undertaken by Dr Kompatsiaris to transform large-scale and poorly structured information into meaningful topics, entities, points of interest and social connections, extremely useful to market research think tanks. Similarly within the medical sphere, Digital Journal  reveals NLMplus which combines leading-edge semantic knowledge resources enabling users to concurrently access 60 National Library of Medicine databases. With the semantic web seeping into the commercial  and academic arena, Vikki Chowney astutely reviews Crimtan's decision to adopt the AdSafe Content Rating System; MD  Paul Goad  explains, "advertisers are now extremely concerned about the risks their brands face when running ad campaigns online." We hope you find the links useful, and if you’d like us to cover any particular aspect of the semantic web in the comments box below.   7.5 Million Euros Spent on Collective Intelligence – iProgrammer The project, WeKnowIt, is designed to convert large amounts of user-generated content into 'a new, collective intelligence', according to the write-up of the project on the EU-funded Cordis Technology Marketplace. WeKnowIt is also behind some products that are destined for commercial release. The WeKnowIt project focused mainly on mining the type of data generated by social bookmarking, tagging and networking, where collective opinions and input creates a highly detailed dataset. Dr Kompatsiaris categorises such data into three types of 'intelligence': Media intelligence -digital content and contextual information; Mass intelligence comes from user feedback on a large scale; and Social intelligence is drawn from personal interactions.   Semantics for Better Results in Search and Discovery - Digital Journal Providing flexible access to heterogeneous databases is a common challenge in medical libraries, biomedical research institutions and the health care industry. The same is true for non-biomedical content and applications. Domain independent semantic indexing and searching of local databases, in combination with universal search and discovery solutions for free and fee-based content, as demonstrated by NLMplus, allows all types of organizations to better serve their diverse user communities, including the public, researchers, professionals, and policy and decision makers.   Crimtan first to sign up to AdSafe's content verification in UK - Econsultancy.com AdSafe's Content Rating System evaluates the content of individual web pages, giving them a 'brand safety' score based on a range of data sources that include semantic filters, human scoring and image analysis. The company says that this ensures that ads never appear on damaging pages that might include adult content, illegal downloads, offensive language, drugs references or 'hate speech'.