"The idea of a semantic web was proposed over a decade ago. Now a triumvirate of internet heavyweights—Google, Twitter and Facebook—are making it real." The New Scientist says that while a semantic web will help searchers get better responses to complex queries, the main beneficiaries will be advertisers: "'The whole play is about advertising,' says Alex Iskold of Adaptive Blue, a New York-based start-up that focuses on semantic technologies. 'Better data will mean better ads.' So advertisers may seize on the capabilities promised by tools like Shinavier's to probe consumer tastes in specific regions. Facebook's semantic tags will also appeal to advertisers, who can use them to explore the connections between users and interests."